Research On Brand Enhancement Strategies For Art Trading Platforms Of Huazhong Culture Property Rights Exchange

With the rapid development of new media in recent years,people are more likely to receive new forms of culture and art,and the cultural industry is flourishing day by day.In addition,people’s consumption levels are rising,and everyone has a higher pursuit of spiritual life.Some of the old art trading platforms are beginning to look overwhelmed,and the change in consumers’ consumption patterns and perceptions is forcing some cultural art providers to make marketing and branding changes.The subject of this paper,the Huazhong Cultural Exchange art trading platform,is one such company that needs to make a shift.First,this study uses brand enhancement theory and integrated marketing theory as the theoretical basis for the study.Then,the interview method was used to understand the current problems of the enterprise,and the results were used to provide a basis for the design of the questionnaire.In addition,the questionnaire was designed with reference to the brand enhancement path and integrated marketing theory to include four dimensions: brand positioning,brand awareness,brand reputation and brand loyalty.After the questionnaire was designed,the data needed for this study were obtained by distributing it to the target population.The validity of the data was tested using reliability analysis,and the relationship between the four dimensions of brand positioning,brand awareness,brand reputation and brand loyalty,as well as the problems in brand marketing,were analyzed using factor analysis as a basis for providing improvement strategies.Finally,the study proposes feasible strategies for the platform from four aspects.This paper takes the state-owned cultural property exchange as the object,which is a less involved research object at present.In addition,since domestic state-owned cultural exchanges have similar or identical problems,the strategies in this study can be used not only for the marketing and branding activities of the Huazhong Cultural Exchange,but also for the business activities of other state-owned cultural exchanges in China.Giving full play to the proper role of state-owned cultural exchanges in the market is also an important step in helping the domestic cultural market to further prosper.