A Study Of Culture Marketing Strategies On Modernsky

After 30 years of high-speed development of economy, China has entered into a new period in which the economy and culture integrate together. Culture industry exercises a pull to economy, and the push is becoming obvious. At the start of 21 century, China’s music culture industry have been effected by global music industry’s decline. But in recent years, it has come to a new leaf featuring a rapid development of live music.Modernsky, a new-type record company, is the first one to publish and issue independent music. For the past few years, it has dominated the music culture industry and became the biggest winner in China’s music culture development. In a world where the degree of product homogeneity is deepening, culture has become an important factor for an enterprise to defeat his competitors, create a long-term differentiated marketing advantage and improve its core competence. Music culture industry has an inherent connection to culture marketing.This paper, combined with some relevant culture marketing theories, at first try to demonstrate the necessity and validity of Modernsky’s culture marketing from social background, requirements of music culture development and Modernsky’s own characteristics. Next, through depth interview, survey and data analysis, the author collects the first hand or second information of Modernsky’s culture marketing strategies. A detailed explanation and analysis of Modernsky’s marketing strategies is taken from the perspective of product, brand, marketing positioning, and marketing channel. Afterwards, the author explores the effect of Modernsky’s culture marketing from target receptor’s cognition, attitude and behavior by questionnaire. In the last part, the author, based on the above analysis, tries to find out the main problems of Modernsky’s culture marketing and give suggestions on how to improve the culture marketing of music enterprises. It aims to provide a reference for culture industry researchers and promote the development of music culture industry.