Research On The Mechanism Of Micro - Marketing Of Cultural Enterprises

With the development of mobile Internet technology, micro-blog and Wechat changed the way people access and share information. Compared with the traditional marketing activities, micro-marketing is efficient, cost-effective, strong interaction and high communication speed. Therefore,more and more enterprises began to change the way of marketing, using micro-marketing as an effective way of corporate branding to improve the enterprise attention, and cultural enterprises are no exception. Because of both economic and social attribute, cultural enterprises bear the social goals of cultural transmission in addition of the pursuit of profit maximization. The Eighteenth People’s Congress of the Communist Party of China has put forward the strategy of culture power construction and the national cultural soft power improvement. As the main positions of cultural transmission, cultural enterprises ought to bear the social responsibility. At present, domestic study of how to carry out micro-marketing effectively is still in the stage of attempt and exploration. Therefore, the paper tries to study the key factors influencing micro-marketing of cultural enterprises, and reveal their impact mechanism to give guidance for micro-marketing ascension.Firstly, the operating status of micro-marketing of cultural enterprises in China was analyzed. The paper adopts content analysis to analyze all microblogging content of Sina and Wechat. Specifically, the paper studies the cultural enterprises’ operating strategy and micro-marketing effect differences. Meanwhile, different type of cultural enterprises’ marketing effectiveness were comparatively analyzed. The results indicate that the amount of public relations and publicity is largest, followed by advertising,and the third is sales promotion, while the events and experiences is least. And operating strategy has significant effect on micro-marketing.Then, the paper established a model of impact factors of micro-marketing of cultural enterprises on the basis of the relevant literature. Three dimensions of micro media technology, enterprise operation and users’ experience were extracted by factor analysis, and performance expectancy, effort expectancy, social influence, perceived playfulness, interactive, Internet word-of-mouth, operation strategy were selected as independent variables,attitude as the intermediate variable and behavior intention as dependent variable in the conceptual model. The data from questionnaire investigation were analyzed by using SPSS19.0 and AMOS19.0 and come up with the following three main conclusions: ①The impact factors of micro-marketing of cultural enterprises is structured by 5 factors, utility technology, social influence, operation strategy, interactive, playfulness and word-of-mouth.②Utility technology, social influence and operation strategy positively affect users’ attitude; however, interactive, playfulness and word-of-mouth have no significant effect on attitude; operation strategy, interactive, playfulness and word-of-mouth will directly positive affect users’ behavior intention; attitude positively affect user’s behavior intention. ③In results of effects, the micro-media technology dimension is the largest, followed by the users’ experience, while the enterprise operation dimension is least.Finally, the paper puts forward some suggestions to cultural enterprises in three aspects of the content, interactive and integrated strategy according to the conclusion, and provides some theoretical guidance for cultural enterprises combining the characteristics of cultural enterprises and micro-marketing.