Research On The Optimization Strategy Of Small And Micro Animation Enterprises' Low Cost Marketing

With the advent of the Internet era,the Internet thinking has affected all walks of life.In order to study the way of out for the survival of small and micro animation enterprises in our country as the starting point,combing the relevant research literature,to clarify the current situation and problems of small and micro animation business marketing and marketing research,the paper puts forward the concept of small and micro animation enterprise light marketing,the first time to use the long tail theory of Internet economy to small and micro animation enterprise marketing research.At the same time,the paper analyzed and summarized the macro and micro environment of small and micro animation enterprises to find the problems of the current marketing strategy and the causes.Finally,based on the height of marketing strategy,make practical and feasible marketing strategy combination from four angles of product,price,channel and promotion,consist of updating the product marketing strategy;framing reasonable pricing strategies;opening the whole network marketing channels and integrating promotion strategies.In order to ensure the implementation of the strategies,the author also puts forward the related safeguard measures,including of building marketing resources platform,enhancing Internet marketing thinking,promoting the flattening of organizational structure and strengthening job training for marketing personnel.The research results of this paper can help to solve the problem of survival and development of small micro enterprises in China.