Research On The Marketing Strategy Of K Company's Cultural And Creative Products Based On 4I Theor

In recent years,the cultural institutions represented by the Palace Museum have launched a series of cultural and creative products,which has aroused a high degree of topic concern online.These explosive products with web celebrity temperament make the market heat of cultural and creative products reach new highs,and also make the value concept of cultural and creative products further popular.Behind the success of the Palace Museum,the cultural and creative marketing strategy system constructed with Internet thinking and user experience as the core plays a vital role.The marketing strategy system constructed by the Palace Museum provides a direction for the transformation of the marketing model of traditional cultural and creative enterprises.In the process of exploring the transformation of the marketing mode of traditional cultural and creative enterprises,4I marketing theory,as a new marketing system formed after integrating Internet thinking,can play a positive guiding role in theory and practice.The four core dimensions of individuality,interesting,interests and interaction in 4I theory can better understand the user ’s thinking under the background of Internet economy,and more clearly understand the consumer psychology and consumption behavior of the audience,so as to help enterprises launch more targeted differentiated marketing strategies.This paper selects K company ’s cultural and creative products as the research object.Under the guidance of 4I marketing theory,it comprehensively uses theoretical analysis,literature analysis,questionnaire survey and other methods.By studying the marketing status of K company ’s cultural and creative products,combined with the audience feedback data formed by the questionnaire survey,around the four core dimensions of 4I theory,it sorts out the main problems and reasons of K company ’s cultural and creative products in marketing strategy,Then use PEST,Porter ’s five forces and SWOT model to analyze its marketing environment from macro,industry and micro levels.On the basis of the above analysis,based on the 4I marketing theory,combined with the new development trend and new characteristics of the Internet marketing field,this paper puts forward some targeted marketing strategy optimization suggestions from four aspects: individuality,interesting,interests and interaction.The research process of this paper is a useful combination of 4I theory and enterprise marketing practice.It also discusses the ideas and directions of the future marketing strategy layout of small and medium-sized cultural and creative enterprises.It is hoped that the research in this paper can enhance the application value of 4I marketing theory to a certain extent,and provide some reference for the same type of small and medium-sized cultural and creative product enterprises.