The Enlightenment And Marketing Strategy Study Of Yundang Academy

Recent years, with the sharp growth of Chinese economy, traditional culture presents a strong revival trend. Academy is one of the traditional culture projects which is paid attentions by scholars. Though academy has disappeared many years in China, cultural famous experts have established some academies in many cities with helps from government and strong support of the community.Because of the shortage of funds, after short prosperous situation, modern academies have fallen into the difficult position. On one side, modern academies are usually constrained by the existing mechanism. On the other side, the lack of marketing awareness is one key reason of causing difficult situation.Recently, a new academy named Yundang Academy has been established in Xiamen Egret Park. It's guided by Xiamen municipal government. But it's operated by a state-owned enterprise. It's a cultural enterprise rather than an institution Being determined by the nature of the enterprise and absorbing the lessons of other modern academies, Yundang Academy puts the marketing on a very important position Now it's carrying on the market investigation and the marketing studies positively. This article utilizes marketing theory learned from MBA curriculum. First this article use SWOT theories on the analysis of management environment and competition environment with SWOT theories. Second this article makes market segmentation according to the customer's demands. Finally this article draws up its own systematic,scientific and foreseeing marketing combination strategy which is under the guidance of modern marketing theories.Further, this article studies the management problems of traditional culture enterprises and the solutions.The novelty of this article lies in the fact that it identifies developments of the traditional cultural industries by using theories of modern marketing.