A Study On Marketing Optimization Strategies Of H Collection Company

In recent years,with the sustained development of China's economy,the per capita national income has increased rapidly.With the support of the national policy,the cultural industry is developing rapidly.As one of the important branches of Cultural Industry,China's collection industry has also made great progress,forming a nearly 400 billion yuan art market and corresponding market system.Small and medium-sized collection companies have sprung up like mushrooms after a spring rain.It was in this context that H collection company was born in Xinxiang in 2010.At the beginning of the establishment of the company,due to the accuracy of customers,it developed rapidly.But in recent years,with the increase of the state's crackdown on corruption and the change of consumer behavior,and other factors,leading to a serious loss of customers and a sharp decline in sales,H collection company urgently needs to adjust its thinking and optimize its marketing strategy,seeking a new model of development.This paper first introduces H collection company and its main products and services,through the PEST analysis of its marketing environment,which objectively predict the current situation and the prospect of the collection industry.Then through Michael Porter's Five Forces Model and SWOT analysis,the situation of H collection company is clarified.Then,taking marketing 7 P theory as the main line,the product,pricing,channel,promotion,personnel,service and physical display of H collection company are analyzed in detail at the same time The results of the market questionnaire show that the company has the following problems: unclear product positioning,lack of competitiveness in pricing,single channel,single promotion mode,insufficient personnel reserve,poor service consciousness and lack of innovation in the form of exhibition hall.The reasons are: the company's senior leaders backward product concept,ignoring the importance to pricing,lack of learning about channel innovation,lack of awareness of promotion,ignoring the importance to retention,lack of service system training and paying no attention to exhibition hall display.Based on the above analysis,H collection company can adopt the following optimization strategies: product and service differentiation positioning,flexible pricing,marketing channel innovation,promotion diversification,attach importance to talent,service upgrading.and exhibition hall display innovation.For the smooth implementation of the optimization strategy,H collection company should re-shape corporate culture,establish strong brand awareness and establish a standardized enterprise management system.By using marketing theory and method to guide the marketing practice of H collection company,this paper optimizes the design of marketing strategy,provides reference for the same type of small and micro collection company to plan its own marketing strategy system,and helps them to embark on a healthy and orderly development track.