Research Of Marketing Strategy Of Shaoxing Public Cultural Service

In today's society under the governance structure,transformation of government functions has become an irreversible trend,in which providing comprehensive public service is the important part of government function.Public cultural services,as the spiritual needs of the masses,are becoming significant.As society changes and a groundswell of the service-providing government,the governmental public service changed from will to focused on the improvement of brand?market analysis of customer(demographics)?management?marketing?communication and so on.The government pays more on the analysis and thought of them.Author analyze the process of the governmental public service on marketing perspective.This market can be fractionized to the upstream Market which procurement from culture corporations and the downstream market in which the government sells the mainstream socialist culture artifact to the customer(the public).The upstream market and the downstream market will be connected by the element of government.The government has made the best balance between its own will and the demand of the community.The feedback of the balance will do well to the upstream market,so as to make the whole market virtuous circle.The paper introduces the practice of Shaoxing government marketing local cultural services,especially the government procurement approach research of public cultural services.This is a innovation model of cultural marketing.Author use the SWOT analyze the cultural services marketing of Shaoxing,and use the tool analyze the strengths?weaknesses? opportunities and risks.Also in detail,the paper studies the problems of Shaoxing public cultural service marketing.Finally,the paper propose amendments and addenda to culture marketing,just as Product positioning-consumer marketing strategy?Competition-brand building strategy in the upstream market;meeting the public expectations positioning strategy?Mass communication strategy and establishing the marketing evaluation system of public culture service.