Research On The Marketing Communication Of Cultural Creative Products In Chinese Universities

The cultural and creative products of universities are the carrier of the campus culture connotation,which is an important form to enhance the influence and brand soft power of universities.The purpose of the development of culture products of universities is to promote the cultural exchanges between colleges and universities,universities and society,to meet the audience on the campus culture,campus text of the product needs,to carry the campus culture and creative cultural products to the majority of the audience.As a cultural carrier based on the characteristics of colleges and universities,the products is a cultural carrier with creative design,production and marketing promotion.The article defines the relevant concepts,and is guided by the brand marketing strategy theory Based on the theory of 4P,exploring the current situation of cultural creative products in colleges and universities in China,and discussing the related problems of product design development and marketing communication in colleges and universities.The article takes the ten universities in China as the key research object,and synthetically considers the similarities and differences of the universities.Through the analysis of product strategy,pricing strategy,channel strategy and promotion strategy,it is found that the brand awareness of colleges and universities is weak due to the brand awareness;the management system is not strict;the management mechanism is not perfect;the promotion means is single.There is a lot of problems in the marketing of cultural and creative products,such as poor performance of product ideas,poor channel management,poor online marketing efforts.Based on the development of tourism industry,museum and other related fields,the paper puts forward some suggestions on the marketing communication of cultural products in universities.First of all,to develop a detailed brand strategy,strengthen the brand image of colleges and universities.Then,we should pay attention to the creative design of products,improve the management system,provide policy and related resources support.Finally,we should make full use of the advantages of Internet marketing,enrich the promotional means of cultural products.The focus of this paper is to analyze the marketing communication strategy,trying to provide a number of methods and ideas for the cultural and creative products ofuniversities to realize social and economic benefits.