Research On Marketing Strategy Of Hanto Culture Communication Co.,Ltd

In the context of globalization,all kinds of cultures blend and collide,and the cultural and creative industry also develops rapidly.However,from the current situation,most cultural and creative companies still fail to get rid of the traditional marketing thinking.In 2016,Hanto Cultural Communication Co.,Ltd.was established.Due to the lack of effective integration of marketing management,facing strong domestic competitors,it is under great competitive pressure in the industry.This paper mainly introduces the current situation of Hanto Culture Communication Co.,Ltd by taking 7P marketing theory as the research framework and using SWOT analysis,internal and external environment analysis and other methods to conduct in-depth and comprehensive analysis.The problems of the company are found out,including the product system is not innovative enough,the price is not competitive,the channel is single and the form of promotion is not diversified.The causes of the problems include the marketing concept is not updated in time,the diversification of marketing methods is lacking and marketing management system is not perfect.Finally,safeguard measures are established from the perspectives of government,market,company and other dimensions.The research conclusions of this paper include: first of all,the company has obvious advantages in resources.Then,there are problems in the marketing strategy of the company such as lack of ability in product portfolio innovation,lack of competitive advantage in price,underutilization of channel advantages and lack of innovation in promotion forms.Finally,the company must implement precision marketing strategies,so that the company can enhance core competitiveness in future development.