Entrepreneurial Marketing Strategy Study Of Small And Micro Sized Art Training Enterprise

In recent years, the development of training industry in our country, either the speed of its development or the size of the market should never be ignored. Especially one of its subsectors-art training industry is booming. The art training market filled with small and micro sized enterprises is characterized by two features.Two important market segments of art training industry are also being discussed in the paper.This article focuses on entrepreneurial marketing strategy and combines it with art training industry, taking R Company as a case. The Five Forces Model of Michael Porter is taken to analyze the external environment of R Company. It also pictures the internal environment by analyzing the operating costs, the profit and loss balance. After evaluating the marketing mix through the 4 P’s theory, advantages and disadvantages of the company’s marketing mix come out. In the following part, a market questionnaire survey was carried out to the customers of R Company.The findings are:(a) the types of training products and consuming propensity significantly differs on the basis of genders and ages;(b) the data of money that family can invest into the art training, shows a significant characteristic of art training market" small in two ends, big in middle";(c) There is no significant connections between demographic variable and three dimensions of external factors, which suggests the process of buying art training course is more complicated further.The result of this paper has reference significance for the small and micro sized art training enterprise. In the end, it also puts forward two conclusions accordingly:(a) Company should set up its own unique operation pattern; (b) Company should focus on marketing strategy innovation abidingly and fast react the market opportunities.