Research On The Marketing Problems And Countermeasures Of Small And Micro Enterprises Of Cultural Heritage Production Technology

Small and micro enterprises have made great progress under the support of various preferential policies of the state.With the increasing proportion of cultural industry in the national economy,small and micro enterprises of cultural heritage production technology have obtained good development opportunities.Small and micro enterprises of cultural heritage production process have commercial value,cultural value and social value,but most of them have marketing problems such as low sensitivity and weak market competitiveness,which seriously restrict the development of enterprises and the inheritance of cultural heritage production process and play of historical and cultural value.This study selects T City JD Ceramics Co.,Ltd.as a typical case and comprehensively uses STP theory and 4P theory to study the marketing problems and countermeasures of small and micro enterprises with cultural heritage production technology.It is found that the lag of marketing concept and strategy is the key factor that restricts the development of small and micro enterprises of cultural heritage production technology.Reconstruction of marketing strategy based on STP theory and 4P theory is an important guarantee for small and micro enterprises of cultural heritage production technology to achieve long-term development.The optimization of the marketing of small and micro enterprises of cultural heritage production process has a long way to go and needs the guarantee and support of various conditions.Compared with previous studies,this study studies small and micro enterprises in the subdivision field of cultural heritage production technology,and focuses on marketing issues for empirical research,expanding the application range of marketing theory.The suggestions put forward provide reference for similar enterprises to optimize their marketing strategies.