The art photography industry has been rising and developing in China for more than 20 years.The large,medium and small-scale commercial photography service institutions,represented by wedding photography,are all over the streets and lanes of cities in China.Behind the rapid development of art photography industry,there are many problems: lack of industry norms and regulatory rules and regulations,good and bad products and services;uneven quality of practitioners;fierce homogenization competition,obsolete photography products and services,new markets to be developed,etc.In view of these problems,how to survive in the fierce competition and get sustainable development and growth is an important issue for photographic business operators.In this paper,H art photography company,a start-up photography service enterprise in Luoding City,Guangdong Province,is taken as the research object,and the entrepreneurial marketing environment of H art photography company is evaluated from two perspectives of macro and industry by PEST analysis and Porter’s five forces model,so as to explore the market potential of H art photography company;the advantages and disadvantages of H art photography company are analyzed by SWOT analysis Analyze the opportunity and threat factors,make clear the entrepreneurial marketing strategy of H art photography company,investigate the market demand through interviews,consumer questionnaires and other research methods,combine the STP analysis theory of marketing,integrate the company’s advantageous resources and market demand wind direction from the strategic,relational and operational levels,and make comprehensive use of marketing innovation and process integration thinking Make a 4P marketing strategy combination that can give full play to the company’s entrepreneurial advantages,so as to give full play to h art photography company’s entrepreneurial marketing advantages,break through the status quo of homogeneous competition in the industry,improve the company’s competitiveness,quickly obtain market share,improve entrepreneurial performance,and stand firm in the fierce market competition.The research results can be used as practical guidance for H art photography company to break through the marketing bottleneck and improve business performance.At the same time,it also has a certain reference significance for the formulation and implementation of marketing strategies of other enterprises in the initial stage. |