Liuyang Fireworks Co., Ltd. Marketing Innovative Research

Fireworks industry is a traditional industry in China and Liuyang fireworks is world-famous, it is the central of the world's fireworks industry, Liuyang fireworks industry and enterprises have achieved remarkable success in recent years, while the Government's management of the fireworks is more stringent than that of the other sectors because it's a special consumer. So many cities in China implement the system of "prohibited discharge fireworks". But China's market-oriented economic development and internationalization combine with the feature of the fireworks will force China's fireworks industry facing fierce competition in the market, and the problem of the fireworks will bound the marketing of fireworks industry to new challenges.Marketing innovation is the most fundamental and effective way of improving the market competitiveness of the enterprises, and only for constant innovation, Liuyang fireworks can survive and development in fierce market competition. This article takes Liuyang Fireworks Co., Ltd. as the breakthrough point, at first the writer analysis the environment of Liuyang Fireworks Co., Ltd, including the situation of Liuyang Fireworks field's and the whole Fireworks', and then analysis the company's problem by Empirical Analysis; in the end the writer explains the necessary and feasibility of the company's innovative marketing, as well as its innovative marketing strategy from the enterprise's market environment and their own characteristics, after that the writer will show a model of marketing innovation which includes brand cultivation and management as its safeguards, and then this article will study the innovative strategies of the whole Liuyang fireworks industry.