YT Culture Media Company's Public Welfare Marketing Research

Performing arts industry is an important part of the cultural industry, which determines the nature of the entertainment company’s product culture and means of profit: the economic benefits of the performing arts industry is by meeting the spiritual needs of the public to achieve. Performing arts companies in the exploration of marketing have never stopped, cause marketing to the entertainment business providing actionable theory.YT culture media companies limited liability company established in 2011, is located in Nanjing, Jiangsu Province, with professional performances operations, production, operating performance, production, media, business marketing team. The company has a professional team and a small theater. The company’s main business direction:the overall operating performance project, promotion planning, ticketing agents, creative performances, performing brokers, event planning execution.YT culture media company in which the cultural industry, is to train as a means of consumer lifestyle business activities. YT culture media has become a major advocate of local cultural life. But the public market for the enterprise economic success is limit. Mainly the following questions:1, public campaign goals are not clear, there is no combination of economic and business objectives; 2, the lack of integrity of public welfare marketing activities planned, there is no coordination among the various projects; 3, the lack of public welfare marketing activities implemented cost control no associated enterprises to cooperate; 4, the lack of public welfare marketing campaign effectiveness evaluation mechanism does not apply to public project evaluation system.Based on the marketing status charity YT culture media companies were analyzed and summarized based on the proposed principle of "improving the competitive environment-oriented", from the analysis of competitive environment, but to examine the extent of the former public welfare marketing activities with corporate strategy, promotion of collective public behavior, the development of scientific performance evaluation system put forward four public welfare marketing of response measures.