Research On Marketing Strategy Of Hunan Yuehushi Culture Communication Co., Ltd

Culture is the foundation of a nation.The development of cultural industry plays an important role in building up national confidence and exporting culture to other countries.At the same time,with the improvement of people’s material living standards,people’s spiritual needs are constantly improving.Visiting art exhibitions,buying and collecting artworks and art derivatives have become the ways for contemporary people to enjoy diversified literary and artistic life.In this paper,Hunan Yuehu Shi Cultural Communication Co.,Ltd.is taken as the research object.Based on the classical marketing theory and the current marketing strategy research progress of cultural communication industry,PEST model,Porter’s five forces model and SWOT model are used to analyze the internal and external environment of the company and its future development strategy.The market is subdivided by geography,consumer psychology,income level and other factors.From the geographical point of view,changsha,Hunan province is selected as the core target market;Choose art appreciation as the target market from the perspective of consumer psychology;From the perspective of income level,the middle and high income groups are selected as the target market.The market positioning strategy of "providing customers with professional art services and rich art resources" has been formulated.From the perspective of products,it puts forward the strategy of high quality products with professional exhibition technology and service level,high level brand and visual art planning as the core,the strategy of differentiated products with contemporary art as the core,and the strategy of building well-known brands and product innovation.From the point of view of price,this paper analyzes the price influencing factors of the company,chooses the method of price setting,and finally makes the price strategy.From the Angle of channel,it puts forward the expansion strategy of traditional channel and network channel.From the Angle of promotion,the paper puts forward the promotion strategy of combining personnel promotion,advertising promotion and public relations promotion.Finally,from the perspective of human resources,incentive system,enterprise culture,financial system,enterprise system and digital technology,it puts forward the guarantee measures for the implementation of marketing strategy,and puts forward the expected effect of marketing strategy.This paper deeply analyzes the situation of Hunan Yuehushi Culture Communication Co.,Ltd.,and makes a systematic marketing strategy for the company by combining the actual situation of the enterprise with the classical marketing theory.This paper enriches the domestic literature on marketing strategy in the cultural communication industry,which not only has practical significance for Hunan Yuehushi Cultural Communication Co.,Ltd,but also has reference significance for other enterprises in the same industry.