Research On Marketing Strategy Of F Yi Embroidery Workshop In Shilin

On June 7,2008,Yi(Sani)embroidery submitted by Shilin Yi Autonomous County was approved by The State Council to be included in the second batch of national intangible Cultural Heritage list.With the development of The Times,the process of marketization and industrialization has a serious impact on the intangible cultural heritage handicraft Shilin Yi embroidery,and the intangible cultural heritage is facing the risk of loss.At present,the development and creation of Shilin Yi embroidery products are seriously lagging behind,the theme and form lack of innovation,sales channels can not keep up with the progress of technology and fusion of business models,and the enterprise neglects brand building.The key reason behind this is the existing problems in the enterprise’s marketing management.Therefore,this study takes the F Yi Embroidery Workshop in Shilin as the research object,aiming at the existing marketing problems of the workshop,and conducts an in-depth study on how to improve the effectiveness of marketing management.Specifically,on the basis of in-depth study of marketing management theories and specific research of marketing practice cases,this study theoretically planned the marketing ideas of F Yi embroidery workshop in Shilin,obtained the marketing information of F Yi embroidery workshop through investigation,and clarified the marketing environment,current situation and problems of the workshop based on STP theory and 4P theory.Put forward the improvement marketing strategy,strategy suggestion and safeguard measure.From the perspective of practical guidance,this study can get through the current marketing card points of F Yi embroidery workshop in Shilin,improve the sales volume and profit of embroidery products in the workshop,and lead other Yi embroidery enterprises to jointly promote the development of Yi embroidery culture in Shilin by focusing on the enterprise where Yi(Sani)embroidery inheritors of the national intangible cultural heritage are located.From the perspective of theoretical research,it can make up for the blank of marketing management research of Shilin Yi embroidery enterprises,and provide theoretical experience reference for marketing management of traditional handicraft enterprises in the same predicament.