The Study On The Marketing Strategy Of Y Limited Company

With the development and progress of the society,with the deepening of reform and opening up,the improvement of production technology has ushered in the era of industrialization which has made material life continually abundant.At the same time,the public’s pursuit of spiritual life is also growing.As one of the categories of art,Chinese paintings have gradually entered the public’s vision.It has gradually become the demand of the masses from the elite group.Therefore,Chinese painting as an attribute of goods needs more attention.As a special commodity,Chinese painting has the characteristics of art in addition to its attributes.Therefore,how to make full use of the particularity of Chinese painting products in the context of modern times has become more important for the profitability of related companies.In today’s society,Chinese painting goods are not only used to buy aesthetic needs,people’s motivation to buy Chinese painting becomes more complicated,so the public’s demand for art is increasingly diversified,Chinese painting has gradually become a popular art.As a work of art,Chinese painting has both the basic attributes of goods and the characteristics of art.Therefore,it has become an important subject to analyze the current situation of Chinese painting market based on market characteristics and find an effective way to adapt and integrate Chinese painting with market economy.The purpose of this thesis is to obtain a new understanding of the transformation and development of the art industry and finally adapt to the changing market environment through the research on the marketing strategy of Y Art Co.,Ltd.,and hope to provide certain guidance and reference for the current domestic art industry.Enterprises with similar backgrounds and status.This paper through the field research of "Y" art company,integrated the overall business situation of the company,using PEST analysis method,specifically from the political environment,economic environment,social environment,technical environment and other four aspects of "Y" Art Co.,Ltd.The macro environment of Chinese painting marketing is systematically analyzed and summarized.At the same time,using Porter’s five-force model,the research on "Y" Art Co.,Ltd.’s bargaining power of suppliers and buyers,the threat of new entrants and substitutes,and the degree of competition among competitors are refined.Current relevant marketing conditions.By classifying and explaining the current main products of "Y" Art Co.,Ltd.,the paper summarizes the particularity of Chinese painting art as a commodity,and analyzes the current marketing strategy of " Y" Art Co.,Ltd.The problems of its marketing strategy include the lack of target market,the chaos of product prices,the single marketing channel and the obsolescence of the promotion model.In view of the various problems existing in the marketing status of "Y" Art Co.,Ltd.,this paper uses the survey method,quantitative analysis method,cross-research method and other methods to measure customer satisfaction by designing questionnaires,so as to pass the market segmentation of products.Optimize the price strategy,develop marketing channels,and innovate the promotion model to provide effective and effective advice for the "Y" Art Co.,Ltd.art marketing strategy selection.Finally,the specific ideas of safeguard measures for the implementation of the marketing strategy of "Y" Art Co.,Ltd.are proposed from four aspects:corporate culture construction,organizational structure construction,system guarantee and personnel training.