Marketing Strategy Research Of Nanchang M Photography Company

Under the background of China's reform and opening up 40 th anniversary,the economic level is constantly improving.There has also been a qualitative leap in the consumption level of residents in China.With the constant decline of Engel's coefficient,The consumption of Chinese residents has been changing from food and clothing to enjoyment and development.Scientific and technological progress and economic development go hand in hand.2000 and 2010 are the two turning points in the renewal of intelligent equipment.The speed of upgrading and updating of intelligent equipment,such as computers and mobile phones,is changing with each passing day.With the flourishing development of music industry and the influx of cultural elements such as Korean,Japanese and American into China,Chinese residents are increasingly demanding for external aesthetics and their own image.People's demand for the transmission of their own photographs,the speed of transmission,and the effect of transmission are becoming higher and higher.This has directly stimulated the development of photography industry and professional photography.The emergence of institutions to meet consumer demand for high-level photographs,consumer demand to stimulate the development of the industry,China's portrait photography industry has developed rapidly,from a single image recording function into a comprehensive art category,showing a large-scale,chain-like,diversified development trend.With the upgrade of people's consumption to the cultural and entertainment industries,Nanchang photography industry has developed rapidly in the past 20 years.Every few years,there will be a renewal of the industry.These renewals are not only reflected in the photography technology and style,but also in the survival and development of studios and studios,Huge market share bring huge market competition.Combining with the consumer's demand for photography in the new era,this paper comprehensively expounds the photography industry from the types of photographic institutions,the classification of photographic categories,the segmentation of consumer groups and other aspects,and makes a case study of the main competitors of Nanchang M Photography Company,and draws the SWOT conclusion of the external marketing environment and internal conditions of M Photography Company.In the external environment,several exclusive and new studios in Nanchang have developed rapidly,large and medium-sized photographic studios have emerged in endlessly,and many large photographic groups in other provinces have opened chain stores in Nanchang after smelling the smell of the market.The convenience of transportation and the development of network marketing have also brought the prosperity of travel photography projects.The limited market cake has been infinitely divided,and the competition in Nanchang photography industry has entered a white-hot stage.Because of its early opening,abundant capital accumulation and huge operating funds,many large studios have occupied the top of various resources for a long time.It is known that only one studio for master photography costs as much as 10 million yuan a year.Outdoor advertising,Baidu search and other publicity channels are dominated by oligarchs,large,small and medium-sized.Studios simply can't face confrontation.In this environment,Nanchang M Photography Company has taken a new path in channel selection,using its own style and technical advantages,choosing to start with the mobile Internet,which has the most contact with young customers,and accurately target the target group for advertising and campaign marketing.Based on the analysis of the large data of the current consumer groups and the characteristics of the network media,according to the market positioning and market share of M photography company in Nanchang photography industry,this paper puts forward the following marketing strategies for M photography company: formulating mobile Internet advertising plan,selecting appropriate Internet delivery channels,and combining nodes.Marketing with hot spots,event marketing and alliances.Finally,this paper also puts forward four safeguard measures: using incentive mechanism,developing customer referral,establishing customer Commissioner system,timely investigation and return visit.Through the analysis of photography industry and the suggestions of M company's marketing strategy,this paper hopes to provide meaningful suggestions and directions for the benign development of the industry,and provide strategic and strategic reference for the development of similar photography companies.