| With the improvement of the people cultural life demand, music gone into commodities in various forms, such as music, advertising, television and film, etc. the main business scope of Music studio includes songs and accompaniment and the background music, etc., there have been many music studio on the domestic market,so, for a micro music studio, how could be gain the core competitiveness in the market competition, its key problem is the marketing strategy and implementation.Based on the above background and target, this research take the huoying music studio as the case,first using the literature research method to expound the status quo of music studio marketing strategy and marketing basic theory; Then, analyzed the huoying music studio marketing present situation, problems and causes; And then from the macro environment and micro environment analysis, combined with the huoying music studio specific situation, put forward the resolve dilemma from the price,product, promotion and channel strategy.Study conclusion includes, the huoying music studio includes lyrics creation, back production, games, party planning, and other series products, more abundant, its price is still can not adapt to changes in customer base and market changes, appear inflexible, its network construction lag, the upstream and downstream partners resources are limited. Facing the problem is not enough emphasis on channel construction, promotion and marketing activities not lasting, imperfect market segmentation is not in place, and promotion management. And the reason is mainly because of its backward service system and support system, without the correct market customer strategy, the marketing team incentive mechanism is not perfect and other factors. From the point of macro market, the general trend toward good. National policy on the support of cultural creative industry is more, all kinds of the development of cultural industry also presents the good tendency, social consumption pattern change, more and more teens tend to personalized music custom, etc. Based on the internal and external environment, this study proposed the hokage music studio marketing strategy options, including product strategy, according to different market after subdividing markets group put forward the targeted strategy; And puts forward the pricing strategy, take moderate pricing and customer pricing two pricing strategy; Huoying music studio promotion strategy includes marketing strategy and advertising strategy for free; Finally this study also proposed the channel strategy, by constructing service oriented marketing channels, improve the provincial cities and three levels of service marketing system, to carry out the personnel marketing channels to expand the market in an all-round way.From this article,We could be found products of huoying music studio had a lot of combining site promotion, through to formulated the marketing strategy, its had much development prospect in the future. Hope this research can help development of music studio to the better made a contribution. |
