2024年4月1日发(作者：)

酷(cool)文化与市场营销（Cool culture and marketing）

The word "culture" derives from Latin. It is willing to

cultivate the land, cultivate the crops, and civilize and

cultivate the human beings. The earliest in the scientific

significance is defined "culture" is Taylor, founder of the

British cultural anthropology in 1871, he wrote "primitive

culture" in the representative: "culture or civilization, its

extensive ethnological sense, is a complex whole which includes

knowledge, belief, art, morals, law customs and any other

capabilities and habits as a member of the society of people

learning." The "sharing" and "values" and "behavior" three

aspects constitute the cultural theme, that is shared, can

affect people's ideas, and caused people's behavior in this

concept under the guidance of. As an enterprise, with the help

of a certain culture, consumers can use some products to reflect

their values, and further form a way of life, which has formed

a unique cultural marketing. In recent years, "cool" has

gradually become a fashionable vocabulary. Especially young

people, their behavior is no longer as before, only with

"beautiful" and "cool" as standard, but to "cool" proud

"awesome" and "cool" is their pet phrase. Arnold Schwarznegger

in the terminator, with a "cool" classic lines: "I, Will, Be,

Back." swept the world. Hongkong movie series "young" swept the

continent, haon image has long been known as a head of teenagers

don't, wild hair, a cowboy clothes, so many girls heart beat,

"cool hero" Ekin Cheng almost became the spokesman of the cool.

First, the perspective of Cool culture

Cool means cool, cold, cool and indifferent in english. To cool

in Chinese is "cruel" such as cruel; or deep meaning, such as:

love. The word "Cool" comes from the United States and is

popular all over the world. It has become "cool" by its

transliteration in china". Cool has a great influence on

society, especially teenagers. It has penetrated into social

life and everyone's character. "Cool" has become a culture, and

"cool culture" is essentially a popular culture. To study a

culture, the key is to study its cultural traits (cultural,

trait). So, what are some of the traits of "cool" culture? From

the beginning of September 15, 2001, YAHOO (China) and "s"

jointly launched a "cool research" in Yahoo China page and 29

universities in China held a month at the same time, closed in

October 15th received a total of 3396 valid questionnaires.

"This is so cool triggered at any moment, the release of" cool

research theme, to "what is cool", "cool form" and "cool" of

the psychological characteristics and the research activities

by category, has a special meaning of the word "cool" reflects

the clear outline of "cool generation", vivid the young people

in the society depicted in a state of life and spiritual needs,

and indicates a trend of social development to a certain extent.

According to the findings of this survey and the author's own

long-term social survey, the following conclusions are drawn

about "cool".

* cool is a serious and grim expression. People who are called

"cool" are generally cold faced people,

This is consistent with the meaning of Cool.

* cool is quiet and deep. "Cool culture" is, to some extent,

a version of Ken Takakura's "firm and deep" culture of the 80s.