Marketing Strategy Research Of PILI Glove Puppetry On The Mainland China

In this era of rapid economic development, people’s life is getting better and better, we are no longer satisfied with the pursuit of food and clothing.People begin to pursue spiritual enjoyment, and the cultural and creative Industries booming.Speaking of culture industry, many people will think of TV shows, movies, books, music, etc., however, the traditional culture heritage protected by the state, the gradually forgotten by people. Traditional culture should not only be as a kind of cultural heritage, to truly achieve cultural inheritance is not destroyed, only in and form their own cultural industry promotion, to make their own cultural received by people all over the world, rather than playing in local narcissistic.In the traditional culture is increasingly difficult to maintain, most notably a different star, that is the PILI glove puppetry in Taiwan. Only in Taiwan, PILI glove puppetry has more than one million fans, that more rare is the majority of young people.Using marketing theory and analysis method, the paper takes PILI glove puppetry as the object of study, summarizes the successful experience of PILI glove puppetry in Taiwan, and explores the marketing strategy of the mainland market, based on the market environment analysis of mainland China.Break through the barriers to traditional culture, is more and more people admire. PILI glove puppetry is a successful example of a combination of traditional culture and marketing, which has certain reference and inspiration.