Research On The Marketing Strategy O F Jining Grand Canal Culture Creativity Co., LTD

Cultural creative industry is the combination of culture, science and technology, creative industry situation. It is based on culture, use of modern information science and technology. Through people’s creativity will be a combination of these, so as to realize the value. Culture creative industry as a vibrant industry.Its development potential is huge, vast development space. It can be pulled a growth point of national economy and local economy development.The article mainly discusses the grand canal culture creativity co., LTD. The company is located in the city of jining in shandong province. Jining is the hometown of Confucius. It is a subsidiary of shandong vocational college of science and technology. Company is mainly engaged in painting and calligraphy art, folk art, creative design, education training, animation design and planning consulting six pieces of business. Company fully use and exert the jining and shandong vocational college of technology, talent, technology advantages, to cultural resources and talents of science and technology advantage into industry and the competitive advantage.The article based on the theory of marketing. The article uses the PEST analysis the macro environment of company marketing and applies the model of porter’s five company marketing competition environment is analyzed. The article applies the SWOT analysis to find out in the development of the company strengths, weaknesses, opportunities and threats. The article bases on the company’s business type and the present situation of the consumer groups, to the company for market segmentation, target market selection and market positioning. The article established the company’s4P’S marketing strategy, including product strategy, price strategy, channel strategy and promotion strategy, and from the aspects of policy, organization and the project of three elaborated the marketing strategy of the implementation of the guarantee to the company. In this paper, the formulation of the marketing strategy of the grand canal culture creativity has important practical guiding significance to the development of our company.