Research On Marketing Strategy Of Calligraphy Products Of WY Culture Company Under The Background Of Internet

Chinese calligraphy can express the rich and complex thoughts and emotions of human beings in the succinct line modeling,and has extremely high aesthetic value and cultural value.Calligraphy has been precipitated for thousands of years and it's existed everywhere in Chinese' daily life.As a typical representative of Chinese traditional culture,calligraphy art and calligraphy industry should break through the original model,actively embrace changes,combine modern aesthetics and communication methods,and follow the trend to let calligraphy develop in innovation,and take advantage of the Internet to let the minority calligraphy art spread throughout the country.Based on understanding Chinese calligraphy art deeply and combining the development status,thinking mode and communication characteristics of the Internet era,this article takes the actual situation of the calligraphy product management of WY culture company as the research object,combine the theory with practice to explore the new development and marketing mode of traditional calligraphy industry,discuss how to seize opportunities,tap the potential consumers' demand,design the complete product development processes and ideas spread from demand investigation,demand materialized,demand broadcasting,customer feedback and of sustainable development.This paper elaborates on the target market selection and positioning,competitor analysis,product design and combination strategy,low,medium and high-end pricing strategy for calligraphy products,selection of distribution channels for calligraphy products and the use of Internet e-commerce platform,self-media platform and knowledge payment platform of WY culture company.This paper try to make the calligraphy industrial chain more rich,the practitioners are growing stronger,the art of calligraphy is more prosperous,and the calligraphy industry generates greater market value.This article hope to make contributions to open up ideas for traditional calligraphy practitioners and seek better development.