Research On Marketing Strategy Optimization Of FD Culture Company

At present,the development of China’s cultural industry is gaining momentum,As the core area of cultural industry,cultural service industry has drawn much attention from the country and society.But cultural service industry as a new industry,its management and marketing level of systematization compared with some mature industries or there is no small gap.Therefore,the study and analysis of cultural services marketing strategies for enterprises to establish effective marketing means and ultimately form their own corporate characteristics of the marketing model has a certain theoretical and practical significance.4PS strategy is one of the marketing mix strategies which has developed the longest.Through the research of many years,it is still the most used marketing strategy of every big enterprise.The latest 4PS theory combines the best of a hundred schools of thought with thinking from the customer’s point of view,and is no longer just a one-dimensional strategy for an enterprise or product,it gives suggestions on product,Price,channel and promotion from two aspects:promotion strategy and pull strategy.This paper takes FD Cultural Communication Company as the research object,starting from the basic concept and relevant theories of marketing mix strategy of cultural service industry,combining the domestic and foreign scholars’ research on the marketing of cultural service industry,in view of the current situation of FD culture communication company,this paper analyzes the external and internal environment of the company,and finds the following problems existing in the marketing strategy of the company:the product bright spot is not prominent,the joint demand and the extended demand of the products are not strong and the products are difficult to be scaled and replicated.The pricing of the products and services is lack of initiative and the pricing of the products and services is too arbitrary At present,the company’s direct channel is not perfect,and the use of indirect channels is not sufficient,the company’s promotion content is not unified,the promotion method is also relatively simple.At the same time,also found that the company in the brand awareness and brand image building on the deficiencies.In view of the above problems,the author puts forward the following marketing strategies:strengthening the brand image to deepen customer recognition,joint customers to expand brand awareness;Optimize product structure,strengthen product technology empowerment,improve customer service quality,strengthen the upper bargaining power of entity products,highlight the value diversity of service products,combine dynamic pricing with competitors;We should set up diversified channel combination of customer first,orientate customer resource channel accurately,increase sales promotion way fast strategic market,stress product occupation and service to form word-of-mouth advantage,and establish core competitiveness of content marketing.The problems existing in the marketing strategy of FD culture communication company have certain universality in B2B culture service industry,so this research has practical guiding significance to the similar enterprises of FD Culture Communication Company,and has certain theoretical research value.