Research On Cultural Marketing Strategy In 2011 Nanchang National City Games

Cultural marketing, which emphasis on the cultural connotation of marketing products, with cultural infiltration into the whole process of marketing, is a better marketing to enhance the value-added of products and services and achieve market exchange. Jiangxi is rich in cultural resources, including the mysterious folk culture-Nuo culture, long history of porcelain culture, water sports culture, and red culture. These unique cultural resources have laid a solid foundation for cultural marketing.Using literature, questionnaires, statistics and other research methods, taking Jiangxi core culture as the background, from the perspective of theory and practice, this paper discussed "Nanchang City Games" cultural marketing strategy. On the one hand, in theory, referring to research results of sports event marketing, the paper, research on "Nanchang City Games" cultural marketing strategy, makes the sports event marketing theory more abundant; On the other hand, the paper sought in-depth investigation and statistical analysis, studying Intercity consumer groups, the market mode of operation and characteristics of culture in Jiangxi, provides suggestions for to "Nanchang City Games" cultural marketing strategy.There are 4 chapters in this paper. Chapter 1 is "introduction", including background, purpose and meaning, subjects and methods, and literature review. In the literature review, it defines the concepts of "sports marketing", "sports event marketing", "cultural marketing", and summarized the meaning, features, functions, and strategies of cultural marketing. Chapter 2 researched the basis of Nanchang City Games cultural marketing. Chapter 3 analyzed the status of Nanchang City Games preparations; Chapter 4 According to the cultural characteristics of Jiangxi Province and the data obtained through questionnaires, proposes a combination cultural marketing strategy of Nanchang City Games, including:1. Product strategy, this strategy has five levels.the first level is to improve the quality of competition; second level is the packaging of the Games, highlighting the theme of "cultural characteristics of Jiangxi"; the third level is the well-known athletes invited to participate in the competition to meet consumer expectations; the fourth level is to improve the added value of the Games; fifth level is to allow consumers to have a favorable impression of Nanchang.2. Pricing strategy, there are three specific pricing strategy in general: "VIP" pricing strategy, auction pricing strategy and low pricing strategy.3. There are three channel strategy:direct sales stores, network marketing, ticketing partners. 4. Promotion strategy, including holiday promotions and bundled tourism promotions. 5. In the advertising strategy, the article highlighted the "1+1 "spokesperson in the form, which refers that a star with a local player, by the star's influence to attract consumers while improving the visibility of local star athlete, what's more, indirectly to promote the purpose of sports culture in Jiangxi province. Chapter 5 is conclusions and outlook.