A Study On Optimization Of Marketing Strategy Of Intangible Cultural Heritage Products Of Yangzhou S Culture Company

The 20th National Congress of the Communist Party of China proposed that the protection of intangible cultural heritage plays an important role in retaining cultural roots and keeping the soul of the nation.It is necessary to promote the inheritance and development of intangible cultural heritage and protect the diversity of national culture with a cohesive force.The protection and inheritance of intangible cultural heritage is not only the transmission of skills,the inheritance of teachers and apprentices,and the record of words,but also should be close to life and integrated into life.The combination of intangible cultural heritage with tourism,with creative products,with postgraduate courses,are all creative ways to protect intangible cultural heritage.The marketing of "intangible cultural heritage products" can not only accelerate the development of traditional cultural industries,but also promote the integration of intangible cultural heritage into life,it obtains good economic and social benefits.Yangzhou S Culture Company is an operation and management company established by the municipal government to promote Yangzhou’s representative traditional arts and crafts.The company has the richest resources of intangible cultural heritage projects,inheritors and products in Yangzhou.However,in the process of operation,the annual growth rate of sales declined,new customers gradually decreased,and the brand influence gradually weakened in the marketing situation.This paper takes the intangible cultural heritage products of Yangzhou S Culture Company as the research object,and analyzes and researches with the help of marketing theory,the current situation of the intangible cultural heritage products industry and the actual data obtained by the author during the production and operation of this product,using in-depth interview method,questionnaire survey method and case study method.Firstly,the existing marketing strategies of Yangzhou S Culture Company for intangible cultural heritage products and its current marketing situation are introduced from the perspectives of product,price,channel,etc.And then,based on the results of interviews and questionnaires,we find out the problems of the current marketing strategy of the company,dig out the reasons for them,and then use the 7Ps marketing theory to provide reasonable suggestions for the optimization of the marketing strategy of Yangzhou S Culture Company’s intangible cultural heritage products.Finally,we help it to get out of the marketing dilemma and help the innovative heritage and development of intangible cultural heritage.This will not only promote the marketing of Yangzhou S culture company’s intangible cultural heritage products,but also serves as a reference for other intangible cultural heritage companies in the context of "post-epidemic" and "big data".