Research On Marketing Strategy Of Cultural Products In Daqing Culture Sports Tourism Group

Cultural industry,which is a sunrise industry in the 21 st century,is the inevitable result of human material civilization development.After the world financial crisis,the world is facing the tough problem of increasingly serious resource constraints;therefore,the cultural industry has become the solution of the economic recovery in many countries,whose governments tend to turn to the cultural industry and focus on the development of cultural industry in the pursuit of stimulating domestic consumption and achieving economic recovery.China is of no exception.In response to the country's call,in order to further promote economic development,Daqing founded the Culture,Sports and Tourism Group in February,2012.In the past three years,the group has become the leading enterprise within Daqing's culture industry,making great achievements in cultural development,economic benefits and social influence.But with the deepening reform in cultural industry system and fierce market competition,how to establish scientific culture product marketing strategy has become the most critical and pressing problem.In view of this,this paper has carried out in-depth research on how to improve the present cultural product marketing in Daqing Culture,Sports and Tourism Group.By analyzing its present situation,this paper points out the existing problems,and further analyzes the problem,through combining advanced experience at home and abroad,corresponding marketing strategies and specific implementation measures are put forward.First of all,this paper combs the relevant research literature at home and abroad from the definition of related concepts,the classical theory of marketing strategy and cultural product strategy study,and sheds light on the main concepts of the research,which is to provide theoretical basis and reference standard for the culture product marketing of Daqing Culture,Sports and Tourism Group.Secondly,the paper analyzes its product marketing status quo from marketing strategy and marketing effect,and points out that Daqing Culture,Sports and Tourism Group is still in its infancy stage in the culture product marketing at present,and the marketing effect remains to be improved.Aiming at this phenomenon,this paper further analyzes the problems existing in the group and underlying reasons for them from the cultural products marketing.Next,this paper summarizes advanced experience of the cultural product marketing at home and abroad,and applies the methods of SWOT analysis,PEST analysis and Michael Porter's Five Forces Model to Daqing Culture,Sports and Tourism Group in terms of its currently marketingenvironment,its own advantages and disadvantages.By combining the actual situation of the group,related marketing strategy is put forward for Daqing Culture,Sports and Tourism Group.Finally,in order to guarantee the implementation of marketing strategy,and better ensure the development of cultural products marketing in Daqing Culture,Sports and Tourism Group,specific measures are put forward.