Research On Marketing Strategy Of Hangzhou Arts And Crafts Museum

With the rapid economic development of the market increasingly fierce competition,as a non-profit organization of the museum also have the marketing theory used in marketing activities.Hangzhou Arts and Crafts Museum(hereinafter referred to as HZACM)in the fierce competitive environment found that the past marketing methods can't meet the needs of market development,followed by the number of visitors to reduce the satisfaction rate and other issues.How to develop an effective marketing strategy to solve the current problem is the HZACM must face the problem.Based on the analysis of marketing theory,this paper leads the marketing characteristics of non-profit organization.Based on the marketing situation of HZACM,the marketing environment of HZACM is analyzed,and then the target market of HZACM is positioned by STP strategy analysis.Finally,through the 4C marketing theory developed HZACM marketing strategy.The paper puts forward the customer-centered marketing idea and combines the target positioning of HZACM to meet the needs of the audience through the rich master's rich exhibition and the form of activities.Provide more free services for viewers and reduce the invisible cost of the audience and reasonable service pricing to reduce the cost of the audience.Provide convenient services and transportation to enhance the convenience of the audience.The use of IMC theory to establish brand image,accurate advertising and membership system to further deepen the communication between the audience.Through the above marketing mix to improve the number of HZACM audience and audience satisfaction,so that the ultimate goal of achieving organizational goals.The conclusion of this paper can provide practical guidance for HZACM marketing activities,and it also has some enlightenment to promote the development of domestic nonprofit organizations,especially museum institutions.