Present Situation And Countermeasure Research On The Small Domestic Cultural And Creative Products' Marketing And Communication

Cultural and creative industry is a brand new industry generated by innovation power under the background of economic globalization.Cultural and creative products are its core content,having the characteristics of supporting for creative contents and high value-added.At present,the researches on cultural and creative issues in the academic circles mainly focus on the development of whole industry from a macro perspective,but few on the products or marketing and communication.Compared with western developed countries and neighbouring countries like Japan and South Korea,cultural and creative industry in China started late,the overall development level is relatively low and lack of competitive power,I think it's highly related with marketing communication problems.Therefore,the research on the domestic cultural and creative products' marketing and communication has sufficient theoretical and practical significances.The author furtherly focuses on small cultural and creative products,taking paper tape products as the reference object,studying on the business owners' management status and present situation of consumption and communication.Based on the comparative study of market practice,the thesis summarizes the existing problems,and further put forward the countermeasures.This research mainly consists of three parts:the introduction part first proposes the the research background,research significance,research methods,and then defines the related concepts,reviewing the past researches on the basis of literature review,finally puts forward the basic framework of the research;The second part is a research on the status quo.The 2th chapter is research on the present situation of small domestic cultural and creative products' marketing and communication.For the brand owners,this thesis tries to understand their communication and implementation strategy through semi-structured interviews,explore their problems and confusion in management,and find out the challenges or obstacles need to be solved in the current marketing mode;for the consumers,the thesis learns target consumers' cognition condition,consumption demand,consumption characteristics,buying behavior and so on through the questionnaire survey method,providing guidance for the countermeasure research.Chapter3 analyzes the current market environment in the cultural and creative industry,with reference to the brand marketing practices in Japan and Taiwan region,and drawing inspiration based on the contrast.The 3rd part is summarizing problems and putting forward countermeasures.Chapter 4 sums up the four major problems in the domestic cultural and creative products' marketing and communication;Chapter 5 puts forward the countermeasures,taking the IMC as a strategic tool,guided by 4R marketing theory,build brand strategy planning centered on brand relationship,and establish a social CRM to guide the marketing,making relationship management for consumers,maximizing their value.at the same time accomplishing the integration of marketing strategies like strengthen the local culture and sources;construct creative experience scenes of exhibition and sales;accomplish collaborative innovation with KOL to create original culture IP;construct life aesthetics marketing.At last,the paper summarizes the research results and conclusions,analyzing the problems existing in the research and directions of future improvement.