The Research Of Marketing Mode For Culture Creative Product

Culture creative industry is a pillar industry in the new knowledge economicmode, which initially drives the growth of modern regional economic. The creativeproduct is the core of culture creative industry, and its marketing process connects thewhole manufacturing with consumption, thus absorbs attention from both theoreticaland practical field. The huge market demand and consumer signals the creativeproduct’s marketing time is coming.The creative product has the spirit experiential, differentiation, personalizedfeatures, so The construction of the marketing model should not only fits the idea ofculture marketing, which fully expresses comsumer’s value idea so to get theirattention, but also incorporate4Cs marketing mix tool, making product design,pricing, channel system construction and market communication all according tocustumer’s demands. From industrial perspective, the rapid development of culturecreative industry can not leave the support of government and industry associationand the professional market forging regional brand. This paper takes Shoushan stonefor example. From government, industry association, and enterprise’s view, itconcentratedly discusses the cultural and creative product marketing mode, points outthat culuture creative industry’s platform construction is the cornerstone of culturecreative product market’s prosperity. Professional market construction can powerfullypush the regional brand forging;4Cs marketing mix and cultural marketing conceptdrives the creative products to realize the economic value, and is the fundamentalpower for sustainable development.This first chapter presents the research background, its theoretical significanceand practical significance, research content and research methods. The second chapterdescribes litterally cultural and creative product marketing mode, whichsystematically describes the related theories in this paper from four aspects: the part ofcultural and creative industries, cultural marketing, marketing mode and currentculture creative products marketing strategies aspects. The third chapter analyses indetail the features of cultural and creative industries and the characteristics of thecultural and creative product consumer characteristics and consumption model, discusses the substantial differences among the traditional culture and creativeproduct of tangible products, intangible service products, brand products. The fourthchapter presents the cultural creative products-shoushan stone development, presentsituation, including the introduction, the target consumption group and consumptioncharacteristics, and points out the current shoushan stone marketing strategy’sproblems. The fifth chapter designs its marketing mode, including government andindustry association guide, professional market construction, customer demandstrategy, value pricing strategy, customer convenience strategy and marketingcommunication strategy. The sixth chapter summarizes the research achievements andanalyzes the problems included in this study and its future direction to improve.