Enterprises should do a good job in the following three aspects if they want to make an accurate cultural orientation. (1) Make a detailed investigation and study on the cultural marketing of enterprises. This paper investigates the present situation of cultural marketing around enterprise development, enterprise production and operation, and provides reference information for the improvement and innovation of cultural marketing. The internal environment of enterprises is the soil for the growth of cultural marketing. The cultural marketing of any enterprise is related to its own history, culture, economic situation, operating characteristics, quality of enterprise and other internal factors. Therefore, before making cultural marketing strategy, we must analyze the factors that constitute the internal environment of enterprises from different directions and angles, and make clear their relationship with cultural marketing. At the same time, we should also consider the quality of employees, the strength of enterprises, economic policies and social environment. ② Do a good job in market segmentation. Market segmentation is an effective and scientific method for cultural marketing to seek the target market, and it is the premise and foundation for seeking the target market, so as to better discover market opportunities and formulate corresponding cultural marketing strategies. Enterprises should segment the market according to the characteristics of consumers, and often use a large number of different geographical, cultural and psychological characteristics as the basis for market segmentation, and then look at the different reactions of these customers to products. It is often necessary to choose the factors that have a great influence on customer needs as the criteria for segmentation. ③ Determine the target market and make a reasonable cultural orientation. The reason why Shenzhen Real Estate has been leading the coquettish China Real Estate for a long time is not only the trend-leading development mode and excellent product innovation ability, but also the cultural marketing has won a lot of pride for Shenzhen Real Estate. They believe that culture exists because of people, but the connotation and form are different because of different time and place. They regard selling houses as a way of life.

2. The design of enterprise core values in cultural marketing.

Create brand core values and highlight corporate culture. Brand core value is the main part of brand assets, which allows consumers to clearly identify the interests and personality of the brand. If a brand has the core value of touching the inner world of consumers, it can resonate with consumers. To refine the core value, we should study our own brand assets, the relationship between brands and consumers, and the competitive relationship between brands. It is different from other products and resonates with consumers. The core value of brand is not "passive water", which we can't extract out of thin air, but is deposited in the history of corporate culture. In the process of developing cultural marketing, cultural elements should be injected into the core values.

3. Create cultural products. Product is the carrier of cultural marketing.

Cultural products are designed differently according to different cultural environments, so as to conform to consumers' consumption personality and value, and thus become products based on material consumption and aimed at cultural consumption. As a realistic embodiment of culture or spirit, cultural products have many combinations with people's emotional world. He can be conceptual or physical. It can also be aesthetic, intellectual, habitual, tasteful and so on. The "cultural factors" of cultural products are not attached to the products, but permeate the products and are organically unified with the products. Cultural products are not the simple accumulation of cultural factors, but the excavation of culture from the perspective of products and the systematic creation of products from the perspective of culture. Its symbol is that consumers can appreciate the charm of culture from products, thus attracting customers and opening up markets.

4. Promote the concept of cultural marketing.

Enterprises not only spread convincing product information or enterprise information to target customers, but also instill enterprise culture, product culture and business philosophy into consumers by means of advertising, public relations, business promotion or personnel promotion, so as to guide and even change consumers' consumption habits. In other words, cultural marketing is essentially a persuasive communication process between enterprises and customers or the public in the external environment. With the overall progress of society and the improvement of people's consumption concept, level and level, the cultural appeal in the promotion process is also constantly improving, and culture is increasingly becoming a sharp weapon of marketing. In order to achieve the purpose of cultural marketing, we should vigorously carry out some effective publicity activities.

5. Improve cultural adaptability.

Adaptability is the basis of cultural marketing. What is resilience? It refers to the ability of enterprises to adapt to the changes of consumers' personality and consumption values. Under the condition of knowledge economy, enterprises and society take innovation as the leading factor, the market environment presents a trend of rapid change, and the changing speed of customer demand is also obviously accelerated. Therefore, enterprises must improve their quick response ability, which mainly includes organizational response ability, design response ability, production response ability and marketing response ability. Specifically, first, when there is a shortage of raw materials or new products, enterprises can adjust the production system in time, turn difficulties into opportunities, and make products at a higher level; At the same time, the marketing system can be adjusted accordingly, and the relationship with customers can be straightened out again, so that customers can fully understand the products and increase their loyalty. Second, when the market demand changes, even if it is small, the enterprise can respond to the customer's demand in time, or improve products, or strengthen services, or carry out product innovation, or implement service reform.