China's Large-scale Cultural Enterprises Marketing Strategy Research

Cultural industry, a promising industry in the 21^st century, is an inevitable result with the development material civilization and an important power to promote the development of society and economy in the era of energy shortage. This thesis puts stress on approaching the ideas and methods of marketing strategy of our country's large cultural business which is most important of cultural industry, combining the specific features of cultural industry and using the experiences of the Western mature marketing theories. In the process of research, the author reads many cases of success and loss of enterprises both at home and abroad. The author also made investigations in some enterprises and got many first-hand materials.In this thesis, the author puts forward some new opinions on the related concepts of cultural industry and analyzes the marketing history, present situation and the environments of cultural enterprises. According to the situation, this text states that large cultural enterprises change their outdated operational and business development strategies, introduce modern marketing philosophy and fully adopt the market-oriented, customer-centered marketing strategy idea. The author analyzes deeply the environments with SWOT method that large cultural enterprises face and points out fundamental idea of the marketing selection, marketing competition and marketing development strategy. The thesis analyzes large cultural enterprises how to carry out marketing strategies on marketing compose, human resource and enterprise civilization. The author puts forwards five measures of providing high quality products and service, devising price plan, selecting and managing marketing place, devising promotion compose and protecting intellectual property. According to the traditional marketing theory, the author regards intellectual property protecting as one of cultural marketing strategies based on 4P theory, so that cultural enterprises can face with world cultural industry challenge well. Because of cultural industry having close relation to politics and laws of country, protecting intellectual property is very important when cultural...