Research On Marketing Strategies Of JIA Culture Media Company

In recent years,with the rapid development of China’s economy,people’s living standards are improving day by day,and the consumption of culture and entertainment is growing rapidly.In this good situation,small and micro enterprises in China are also looking for space for development.The products that cultural media companies can provide are cultural categories,and the rational use of marketing-related knowledge can promote the development of small and micro enterprises to a certain extent.This paper takes JIA Cultural Media Company as a case to analyze the wedding service business of the company.At present,great changes have taken place in the marital status in China,which is mainly reflected in the decline in the marriage rate,the delay in the age of first marriage and the decline in the number of first marriages.Generally speaking,under the dual background of the decline of the total logarithm of marriage year by year and the gradual rise of marriage consumption,the national marriage market is transforming from "traditional wedding ceremony" to "personalized demand customization".The entry threshold of the wedding industry is low,the competition is fierce,and the homogenization is serious.How to stand out is a required course that every wedding company should study.Since2020,the wedding industry has been hit hard by the epidemic.With the adjustment of novel coronavirus infection to "Class B Management" and the major adjustment of epidemic prevention and control policies,people’s lives have been gradually liberalized.The wedding consumer market and the scale of weddings and wedding banquets for newlyweds are returning to the pre-epidemic level,and the industry has broad prospects.This paper first introduces the current situation of the wedding industry in China,from the overall situation of our country to the development of JIA Culture and Media Company,analyzes the current situation and environment of its marketing strategy,and points out that the company has some problems in marketing strategy,such as homogenization of products and services,single marketing channel and insufficient promotion.In view of the above problems,the specific optimization objectives are put forward after analysis and study.And carried out the segmentation of the wedding market,target market selection and market positioning,on this basis,respectively from the price strategy,channel strategy,promotion strategy and other aspects of high-level customization,to create a joint theme to highlight product differentiation;to combine online and offline,focus on network marketing,and establish industrial chain alliance to broaden marketing channels.In order to use the method of relationship marketing to integrate resources,strengthen the situational experience,cross-border joint marketing,recommendation + rebate incentive mechanism to vigorously optimize sales promotion.In addition,this paper also puts forward specific measures to ensure the effective implementation of the strategy.By studying the marketing strategy of JIA Culture Media Company,this paper hopes to put forward some suggestions for improvement to help enterprises seize the opportunity,improve the marketing level and obtain a larger market share.