Research On The Marketing Strategy Of Cultural And Creative Products For Special Groups In Kunming

As a new industry with human creativity as its core,cultural and creative industry mainly includes broadcasting,film and television,animation,audio and video,media,visual arts,performing arts,craft and design,sculpture,environmental art,advertising and decoration,clothing design,software and computer services.Cultural and creative industry is an important product in the economic transformation process of developed countries under the background of globalization.Due to its high added value and sustainable development,cultural and creative industry is more and more valued by all countries.The growth rate is much higher than the growth rate of the overall national economy.Nowadays,the development of literary and creative industries has become a new trend of world economic development and a strategic choice of many countries.Based on the special group as the main body in the creation of culture creative products there are varieties of a single,low value-added,imitation and counterfeit,cultural fit and the lack of creativity and no reasonable and effective marketing channels and means,etc,as well as the survival and development of the group itself strong desire and demand,the feasible product marketing strategy has become an important problem.it becomes an important issue to study feasible product marketing strategies.What is the real demand of the market? Which products are designed to meet market demand? How can we break away from the traditional way of "selling feelings" and adopt more developmental sales strategies according to the characteristics of the creative products themselves? Based on the various restrictions of the special group itself,how to ensure the implementation of marketing strategies?Comb the comprehensive review of all kinds of literature material and further study of learning the STP marketing strategy,4 p marketing strategy,marketing strategy on the basis of the theory of SIVA,research papers in kunming,the industry and domestic industry development present situation and future trend,combined with the special groups in kunming,five specific text and marketing status of the project,a project on the document of kunming city special group in the marketing environment carries on the SWOT analysis and locate the project development direction,throughthe project leader facing the market and consumers to conduct in-depth interviews and questionnaire survey,Dig deeper into the kunming city special group,the project in the STP target market marketing strategy and the outstanding problems that exist in the 4p marketing strategy,and then the STP target market,product,price,channel,promotion,and based on the theory of SIVA,five explore to adapt to the new media marketing special groups and project characteristics of the Experience Marketing,enhance its market competitiveness,and for other special groups Cultural and creative project provides a reference model.