Research On Marketing Strategy Optimization Of Art Pudong Company On Art Derivatives

With the rapid development of the economy,people’s living standards are increasing,people in the settlement of the initial food and clothing problems,began to pay aftention to a higherlevel of spiritual enjoyment.Especially people’s aesthetic taste is increasing,people pay more attention to the enjoyment of art,began to consider the art into the daily life,so that life is full of beauty,this pursuit of higher quality needs to further change people’s living and consumption habits,so Art began to enter people’s lives.However,because the art itself has a high value,so for most consumers,it is difficult for them to have the opportunity to contact and buy the original works of art,a lot of works of art for them only distant view.But some bad imitation and it is difficult to reflect the original artistic beauty.In this case,the application of artistic derivatives,it will be the public and the original works of art can not be linked to the original,fully meet the people’s spiritual needs of the art of consumption.However,from the current development of the art derivatives market,the current market is mixed,the increasingly fierce competition between enterprises.Art derivatives market does not form its own marketing strategy,so the market does not occupy the dominant position.In this paper,the art of Pudong company’s derivatives as the research object,the first of the Pudong company’s current marketing environment from the consumption situation,competition and industry situation in three aspects of a brief introduction,on the basis of the company’s current marketing strategy Carried out in-depth research to find out the existing problems,and then on these issues from the perspective of modern marketing theory in-depth analysis to find out the reasons for the existence of these problems.And then for the current marketing situation of the company put forward some ideas to solve these problems.Through this research,this paper also hopes to provide some reference value for Chinese art derivatives companies in formulating marketing strategies to further improve the marketing level of the whole industry.From the research content of this article,the research of this paper mainly includes the following parts.The first part is the introduction,and the research background,significance,research content and research methods of this paper are put forward.At the same time,the research route of the research technology and the innovation of the research are also determined.The second part is the theory This section introduces the basic theory of art derivatives and marketing,and introduces four kinds of marketing environment analysis methods such as 4P,SWOT,PEST and STP.The third part is case analysis,first of all,the basic situation of art Pudong Company And the current marketing strategy to introduce,and then use SWOT,PEST and internal environmental analysis tools,the current art of Pudong company’s marketing environment for in-depth analysis;the fourth part of the cause of art Pudong company sales growth rate analysis of the problem,In this part,the author introduces the problem of the decline of the sales growth rate of Art Pudong Company,and then introduces the impact of these problems on the company.The fifth part is the analysis of the marketing problems and causes of the art Pudong Company.Through in-depth investigation and analysis,At present the company in product homogeneity,marketing This paper analyzes the reasons that the market competition is fierce,the channel coverage tradition and the brand influence are weak,and so on.The sixth part is the fifth part of the marketing strategy research,the use of STP Analysis of the method,from the company market segmentation,the target market and market positioning in three aspects of the in-depth study,based on the product for R&D and design,identify and match the price,open up new channels to strengthen brand building and Strengthening the management of dealers and other aspects of optimization;the seventh part of the conclusion,pointing out the conclusions of this paper,and the current research on the next stage of research.