Research On Marketing Strategies Of Cultural Creative Products In Campus Stores Of Xinhua Bookstore In Hubei Province

Nowadays,the society is gradually moving towards the trend of globalization.To accurately judge a country's comprehensive national strength,the most critical thing is to measure its economic development level.In terms of the current development of cultural and creative products,it can be said that it is an emerging industry.With the gradual expansion of its scale,it has become the main force to promote the national economic development and an indispensable necessity in people's life.As a leading cultural brand in China,Xinhua Bookstore has launched a series of products such as notebook,small desk lamp and pu'er small book brick.In the process of product design,we always adhere to the theme of culture,closely around the inheritance,dissemination and display of culture,give full play to creativity,and then design a lot of cultural and creative products,with the help of characteristic marketing means to fully realize their own value.With the deepening of marketing concept,it can not only stimulate the demand of consumers to a large extent,but also promote the development of cultural and creative industries,and then comprehensively promote the progress of cultural and creative products.However,at present,the vast majority of cultural and creative products still rely on traditional marketing methods in the process of sales,which has brought great obstacles to the development of the industry.Under the above background,this research studies the marketing strategies of cultural creative products in the campus stores of Xinhua Bookstore in Hubei Province.Firstly,this research introduces the research background and significance of the whole paper,and points out the research methods used in the research process,constructs the research framework of the research,and points out the innovation of the research.Then,literature research method is used to summarize the relevant researches of domestic and foreign scholars on marketing strategies of cultural creative products,and the concepts of cultural creative products and marketing are defined.The theoretical basis of the whole research is pointed out,which mainly includes 4P theory,STP theory and differentiated marketing theory.Secondly,the article using the case method concrete research of hubei xinhua bookstore campus store culture creative product marketing strategy,using the method of SWOT to hubei xinhua bookstore campus store culture creative product marketing is analyzed,and with the aid of the 4 p theory to analyze the product,price,channel and promotion,in which by means of description statistics,summary for the data,and a detailed analysis of the data.Then the paper studies the problems existing in the marketing of cultural creative products of Xinhua campus stores in Hubei province,and aiming at the marketing problems of cultural creative products of Xinhua campus stores in Hubei Province,it improves and optimizes the product strategy,price strategy,channel strategy and promotion strategy.Hope to help The hubei Xinhua campus store cultural creative products marketing more smoothly,also hope to be able to provide help for the marketing strategy of similar enterprises.