Research On Marketing Strategy Of Chinese Woodcarving City Under The Internet Environment

With the revival of traditional Chinese culture in the world,more and more people have a strong interest in Chinese arts and crafts.China wood carving town is a special art wood carving markets.Whenit faced with the rise of the Internet and new Chinese design,the traditional sales model met new challenges.The traditional " tradesman " special market model is difficult to meet changing customer needs.The question is how to effective marketing strategy under the new situation,how to strengthen interaction with the consumer,how to design product according consumer demands.The way to resolve the question is the transform of the special markets business model.The paper isfromthestatus of China wood carving town.The external and internal environment it faced is analyzed.The paper combines Internet development and new Chinese design trend.Positioning theory,strategy management theory and marketing management are all used in the paper.It compared two famous special makets,Haining leather town and Yiwu China commodity city,about positioning and marketing strategy.The paper analyzes about China wood carving town's advantage,positioning,competition situation and customer needs.It is concluded that Chinese wood carving town's position is "business tourism culture integration" complex.This makes online platforms necessary tobreak the existing special market's limitations of time and space.The online platform can get the consumer demand and online sales become true.When get so much consumers in hand,China wood carving town can become resource integrator.With 4C marketing theory,Chinese wood carving town formulates the market planning about customer policy strategies,coststrategy,conveniencestrategy,and interactive strategy.This leads the transformation of China wood carving town.It can be the integration of tourism and culture.It can attract consumers to tourist destination and influence China's leading wood carving museum culture.Through research,on the one hand,innovative ideas and thoughts are addressed that is the way to the transformation of China wood carving town.On the other hand,it also provides contribution for the transformation and upgrading of other special markets.