Research On Optimization Of Marketing Channels Of J Company’s Cultural And Creative Products

The Virtual Reality for Mar cultural and creative industry is an industry with great potential for development.my country has regarded the cultural and creative industry as a key emerging industry in the country.Cultural and creative products have gradually become a new economic development point for countries and regions.A variety of products that are based on culture and incorporate creative R&D designs need to be marketed through various marketing methods."The fragrance of wine is also afraid of deep alleys." Appropriate marketing strategies provide strong support for cultural and creative products to enter the consumer market and make important contributions to the development of the entire cultural and creative industry.Cultural and creative products are based on various cultures,and the purpose is to realize cultural innovation and promotion.Therefore,developers and marketers have high requirements.Not only must they have an in-depth understanding of the cultural connotation in all aspects,and extract the most suitable for the culture Characteristic creative products,rather than simple and crude design products.However,it is not difficult to find that the market is flooded with a large number of shoddy cultural and creative products,which leads to the low resonance of consumers in the market,and it is not easy for consumers to develop a sense of cultural identity and intimacy.The core of the marketing of cultural and creative products is the problem of drainage,which brings traffic to products through effective channels,and then converts them into sales.Therefore,the correct use of channels is very important.However,many cultural and creative product marketing channels still use the traditional model of the past.The simplification of channels is serious,lack of efficiency and synergy,and the lack of application and combination of new technologies,new models,new channels,and new formats,resulting in poor sales of cultural and creative products.Chang,such a common problem exists.Company J is currently located in Jiangxi Province.It is a start-up cultural and creative enterprise with a state-owned background.The company has 37 employees.It mainly integrates cultural and creative product design and development,commercial operation,scenic spot planning,cultural performance,and cultural and creative e-commerce.enterprise.Since its operation in 2018,the company’s operating performance has not met expectations.Through the use of literature research methods,questionnaire methods,interview methods,etc.with J company’s cultural and creative product marketing channels as the research object,this paper uses PEST to analyze the marketing environment of J company’s cultural and creative products,and through direct interviews with company executives,Deeply digging into the current marketing channels of company J’s cultural and creative products,such as unsmooth drainage,low transaction volume,single channel and lack of synergy,etc.This article uses STP analysis model,4V,seamless marketing channel theory and other classic theories.In-depth analysis of the online channel optimization and offline channel optimization programs currently required by J Company from the perspective of consumers and operators,and combined with the current cutting-edge marketing methods,proposed Internet celebrity delivery,product + VR,cross-border marketing,Multi-channel linkage and other strategies.The article draws the following conclusions through a series of analyses.The marketing channel of cultural and creative products is the top priority of the entire marketing process.In this process,the customer group should be accurately located first,and then the corresponding channel should be selected according to the customer group.In terms of channel optimization and promotion,it is necessary to actively use new technologies,new media,and new models to directly or indirectly affect consumers’ cultural resonance,and to assist in the marketing of cultural and creative products.The formulation of the channel strategy optimization in this article is not only to increase the sales of J company’s cultural and creative products and enhance the influence of the cultural and creative brand,but also to find the combination of marketing theory and cultural and creative product marketing,and to provide marketing for related cultural and creative enterprises.The strategy provides a more operable reference.With a view to further urging Company J to gain a relative competitive advantage in today’s fierce domestic and foreign cultural industry market competition,and promote its healthy development.keting Research...