Research On Marketing Strategy Of Lychee Children’s Creative Art Museum

Art education represents a trend of the integration of world education.The "comprehensive two-child" policy has made the population of 0 to 14 years old increase sharply,and the art education and training institutions for children outside school have been developed unprecedentedly.However,with the national policy encouragement and consumer demand pull,more and more competitors are emerging,such as Xia Jiaer,Yang Mei Hong and other large international chain art training institutions gradually occupy most of the market in Changchun,as well as children’s painting,tomato fields and other local art training institutions are becoming more and more famous,which has formed a certain degree of threat to small art training institutions such as Lychee Children’s Creative Art Museum,which makes Lychee Children’s Creative Art Museum face multiple tests of survival,development,transformation and innovation in the fierce market competition environment.Lychee Children’s Creative Art Museum is a private educational institution founded by Lychee teacher,Founded in November 2017,Committed to the training of children between 3 and 15 years of age art education.In the spirit of grinding art courses to the extreme initial heart,After several conceptual upgrades,Lychee Children’s Creative Art Museum has set up a perfect quality aesthetic education curriculum system.By October 2020,In just three years,Lychee Children’s Creative Art Museum has more than 500 students,With eight professional teachers,Two of them graduated from Lu Xun Academy of Fine Arts,Several teachers graduated from Northeast Normal University,Jilin University,Jilin Academy of Art,Jilin Animation College,Very strong faculty,It is also the designated campus of the Chinese Academy of Fine Arts,Students are regularly organized to participate in the examinations each year.Based on the analysis of the macro-environment and micro-environment,this paper finds out the marketing problems of Lychee Children’s Creative Art Museum by using SWOT analysis: no perfect organization structure,no professional marketing staff,no professional marketing team,no systematic marketing strategy,no flexible pricing strategy,no high visibility and so on.Secondly,using 4P theory,the marketing combination strategy is formulated for Lychee Children’s Creative Art Museum from four aspects: product,price,promotion and place,and the network marketing is regarded as an indispensable marketing means.Finally,from the three directions of organization,manpower and capital investment,the implementation guarantee of marketing strategy of Lychee Children’s Creative Art Museum is established,which provides strong support for the implementation of marketing combination strategy of Lychee Children’s Creative Art Museum.The research of this paper also has certain guiding significance for other private children’s art education and training institutions.By customizing the marketing combination strategy for Lychee Children’s Creative Art Museum,It is hoped that the Lychee Children’s Creative Art Museum will continue to carry out various promotional activities to provide private customized exclusive services to different target customers,and that the Lychee Children’s Creative Art Museum will not be eliminated in the market competition,and will continue to enhance its brand awareness and development.