Research On The Marketing Strategy Of Cultural And Creative Products Of Y Cultural Industry Co., Ltd

The rapid development of China’s economy promotes consumers to pursue higherlevel spiritual and cultural consumption,and also provides more opportunities for the development of the cultural industry and related industries.Relying on its advantages of tourism resources and Mongolian traditional culture,Inner Mongolia is in the germination stage of cultural and creative industries.With the background of booming industry and policy support,Yide Cultural Industry Co.,Ltd.is developing fast and winning the support from some consumers while facing marketing challenges.Yide company is a micro enterprise established in Inner Mongolia,producing the cultural and creative products with Mongolian characteristics of high quality,rich in ethnic and regional characteristics.However the brand awareness is yet to increase and so does the regional market share.In this paper,the PEST theory was used to analyze and elaborate the environment and marketing strategy of Yide company.Through SWOT analysis,we found that Yide company has the advantages of high product quality and lower raw material cost.On the other hand,there exsist disadvantages in the current marketing strategy,brand image and development resources.It is necessary to seize the opportunity of the vigorous development of the industry,and with the support of policy and market segmentation,Yide has to respond positivily to the adverse impact of the epidemic on the tourism market and consumption willings,and the threat of industrial substitutions.Through the questionnaire survey,we found some shortages of Yide such as the lack of brand awareness,single marketing channel,unscientific product pricing and poor promotion strategy.With the appilication of STP theory,we segment the market from the perspective of population,region and behavior,and decide to select the medium and low-end cultural and creative consumption market dominated by young and middle-aged consumer groups and cultural resonance groups.Through our research,we summarized some possible ways as below to expand the company.Determine the nomadic cultural market positioning and insist on using high-quality raw materials.Inherit ethnic skills and excavate product connotation and diversification.Use multiple pricing strategy and establish online sales channels and offline experience store to improve the level of online brand image display and the customer experience satisfaction.Use the promotion strategies of online and offline promotion and public relation promotion.It is proposed to increase the company’s special marketing department,introduce social resources to participate in R&D and train professional e-commerce marketing personnel,apply for government department’s exclusive project funds and social funds,establish data analysis for customers,establish production lines to achieve the mechanized production of some products,and carry out the company’s legal training on intellectual property rights.The corresponding feasible measures are put forward for the marketing strategy of Yide’s cultural and creative products,which can provide reference ideas for small and micro enterprises engaged in the marketing of characteristic products to increase their target audience members and establish a brand image under the condition of limited resources.