A Study Of Consumer Behavior And Marketing Strategy Of Zero Based Painting

With the increasing abundance of social material products,people have gradually begun to pay attention to the cultural value and aesthetic value of goods outside the use value.The aesthetics of commodity and the commercialization of art make the arts gradually become a kind of consumption.Therefore,in this trend,a number of art consumers gradually emerged.These consumers have the characteristics of high knowledge level,economic strength,the leisure time,and because of the change of life style,they have to entertainment for the purpose of the art of consumer demand.And this demand makes zero based painting come into being.Zero based painting has become a new urban entertainment experience.First of all,consumers do not need to have the basis of painting.Secondly,the zero based painting is a new way of leisure.In today's society,the pace of life is accelerating.People need to relax their life and reduce work pressure.Zero based painting can not only make people feel the joy of spirit,separate themselves from the chaotic world,while allowing people to put aside their negative emotions through painting.Finally,the zero based painting has the aesthetic culture,inspires people's thinking and creativity,improves the aesthetic ability to appreciate beauty and create beauty.Due to the rise time of zero based painting is still in the initial stage,at present,on the basis of zero painting material is very limited,there is lack of research and the summary of the previous.There are some problems in the operation of the studio,through this study,it can improve the current operating conditions and formulate a better marketing strategy.At the same time,this research can provide the reference of the optimization of business model for the pioneer in the industry;for those who want to enter the industry,it can provide a summary of prospective reference;at the same time,for those who want to know this industry,it can provide more important information sharing.In this paper,the use of normative research and questionnaire survey method help to investigate the consumer behavior of art painting experience,so as to guide the marketing strategy of "Yi Er art museum".Among them,the normative research is mainly on consumer behavior,consumer psychology,market research theory and methods,marketing strategy theory.The questionnaire mainly uses the relevant theories and methods of investigation and access method to investigate the market environment,market demand,market supply,market factors and market competition.The research of the theory standard guides the design of the questionnaire.Finally,the author makes use of the theory and the results of the questionnaire to guide the formulation of the marketing strategy.This paper is divided into seven parts:the first chapter is the introduction,which describes the research background and significance,research content and framework,research ideas and methods,as well as research contributions and shortcomings.The second chapter is the theoretical overview,which summarizes the theory of consumer psychology and behavior,the theory of market research and the relevant theories of marketing strategy(including 7P marketing theory,4C marketing theory,STP marketing theory).The third chapter is about the development process and trend of the zero based painting.This paper reviews the origin and development of zero based painting experience,with the rise of the foundation of America as the origin,the rise and development of Hong Kong as a starting point,with the development of inland developed areas as the basis for the painting,analyzes the present situation and trend of the development of zero based painting experience in china.Based on the analysis of the rise and development of the representative of the Chengdu,this paper analyzes the present situation and the development trend of the art experience of the zero based painting in Chengdu.The fourth chapter is about the general situation and management difficulties of "Yi Er art museum".It describes the basic situation of the "Yi Er Art Museum ",the initial positioning and the problems existing in the management process.The fifth chapter is the investigation of the experience of consumer psychology.Through the analysis of the results about questionnaire design and testing,data collection and collation,data statistical,the problems can be well illustrated.The questionnaire survey mainly includes demographic variables,customer preferences,consumer behavior variables,studio marketing methods,and then the data of the survey and the content of the interview were analyzed.This paper analyzes the characteristics of consumer,consumer preferences,consumption habits,accepted marketing methods and so on,and provides a data basis for the formulation of a series of marketing strategies.The sixth chapter is about the marketing strategy of "Yi Er art museum".The formulation of the marketing strategy refers to the related theories.Firstly,the market segmentation,target market and market positioning are analyzed and expounded,and then a set of marketing strategies is put forward in order to strike the target market accurately.The seventh chapter is the summary and outlook.The contribution of this paper lies in the analysis and study of the zero based painting industry in the case of individual,there is no precedent in previous literature studies.In this paper,I use a more detailed questionnaire survey to obtain the first-hand data,which is the most reliable data.At the same time,the data obtained through market research can also provide reference for the zero based painting industry.But there are some deficiencies in this paper.For example,in the selection of the survey sample,it is based on the circle of friends,the data does not fully represent the entire people of Chengdu.At the same time,several key researched studio cannot represent the true situation of Chengdu.In the design of the questionnaire on the topic set up a total of 34 questions,The customer may not be able to complete the questionnaire because too many questions lead less patience,and some results are not true and may be biased.The author will improve it in the future study and practice.