Research Of Marketing Planning About NanJing Modern Sculpture Center

Along with entering WTO and the developing of economy, the construction of cities in China goes into high way. The construction of cites promotes modem city sculpture-such a burgeoning art product developing unprecedented.Tremendous marketplace demand gives modern sculpture enterprises new developing opportunities. Increasing maturity and keen competitive market gives Nanjing Modern Sculpture Center not only opportunities but also challenge. Marketing Planning lies in an essential position in any enterprise's management activities. Successful marketing planning can make enterprises attain their set goal, enhance their abilities to adapting to environment, so much as enhancing benefit unpredictable, it is of important significance in developing in enterprises.In this thesis, we study it application of the basic theory of marketing and adopt methods of integrating theory with practice, qualitative and quantitative analysis, that make a systematic study in macro-environment of the enterprise and current problems in the enterprise.First, we expatiate on basic marketing planning theory, conclude the present situation, development tendency, problems in existence of domestic and overseas study and application of marketing planning theory. Secondly, we adopt statistical analysis to static the enterprises composing in domestic modern sculpture trade, Nanjing Modern Sculpture Center's distribution in past year and their customers distributing. We analysis macroscopic andmicrocosmic marketing environment Nanjing Modern Sculpture confronted; Then we adopt demonstration to investigate separately the customers and potential customers of Nanjing Modern Sculpture through questionnaire, systemic analyze internal marketing problem in Nanjing Modern Sculpture Center. On the basis of above analysis, we design the marketing planning scheme of Nanjing Modern Sculpture Center, including marketing strategic planning, process marketing planning, product planning, public relationship and advertisement planning, crisis marketing planning aimed at SARS. These plans cause the marketing planning scheme to constitute an organic entirety. Finally, on the basis of combining with practice of Nanjing Modern Sculpture Center, we propose the necessary measures to guarantee the implementation of marketing planning scheme.