Analysis Of Shadow Play Product Marketing Strategy Of Qingyang Huan County Longying Company

In recent years,with the constant progress and development of society,the diversity of cultural consumption patterns is becoming prominent in China.In particular,the traditional handicraft industry has been impacted from various aspects,and intangible cultural heritages are encountering the development problems of the new era.The academic circles attach great importance to such issues of intangible culture,and government authorities at all levels have taken a series of measures for the purpose of protecting intangible cultural heritages,so as to construct the inheritance system of excellent Chinese traditional culture,strengthen the protection of cultural heritages and revitalize traditional crafts.LY Company in Huanxian County,Qingyang City is a leading enterprise in the shadow play industry in Gansu Province.In recent years,with the upgrading trend in the consumption of cultural and creative products,enterprises are facing fierce competition.A large number of shadow play products of the company are suffering from sales pressure,with declined sales revenues,which have caused difficulties for the enterprises in the implementation of product development,material resources allocation,personnel training and introduction,resulting in poor competitiveness of its products in the market.With such a vicious circle over time,the enterprise may face the consequence of bankruptcy.In this paper,shadow play products of LY company are taken as the research object,with the methods of literature research and case analysis applied based on field research,marketing strategies for shadow play products are studied from the perspective of marketing.By taking into account the overall marketing situation of the enterprise and based on the STP theory,it is analyzed the current strategies of LY Company for the target market from the three aspects: market segmentation,target market selection and market positioning.Based on the 4P theory,it is summarized the existing problems in its marketing strategies for shadow play products from four aspects: products,pricing,channel and sales promotion.By using the PEST theory,it is analyzed the macro marketing environment of LY company from four aspects: political environment,economic environment,social environment and technical environment.Through the analysis of customers and competitors,it is reviewed and summarized the external micro environment of the enterprise.It is analyzed the internal marketing capabilities and internal marketing resources of the enterprise,so as to have the internal marketing environment of LY company summarized.Based on the above analysis,combined with the SWOT matrix,it is analyzed the internal and external environment of the enterprise,and proposed marketing suggestions.The existing problem of marketing strategies of the company is the lack of market segmentation for the target market.The lack of this operation directly affects the effective positioning of its products and the formulation and implementation of marketing strategies.Meanwhile,there are other issues include homogeneity of the company’s product is prominent,layout of its product line is irrational,price advantage of the products is not remarkable,differentiated pricing is not in place,marketing of online channels has been lagging behind,maintenance of customer relationship is sufficient,advertising and promotion have been lagging behind.In view of the current problems of LY Company,this study starts from the perspective of target market and taking into account the conclusions of investigation and survey,proposal is made on target market segmentation as the suggestion for marketing,in which it is put forward the composed strategy of product marketing,optimizing the enterprise’s product structure,meet customer needs of personalized product customization,based on consumer psychology,to conduct differentiated pricing,discount pricing,relationship pricing,rigid price management and cost control.By entering comprehensive shopping centers,tourist attractions,advance in-depth development of e-commerce channels,expand new channels for product sales.It is proposed that the company should participate in major activities,organize factory experience tourism,strengthen public relations,integrate with other art forms and industries to construct new advertising strategies.Through measures in the aspects of marketing organization,human resources,material and capital etc.,to provide effective guarantee for the sound implementation of marketing strategies of the enterprise.