Research On Marketing Strategy Optimization Of Culture And Creative Products Of A Culture Exhibition Company

In recent years,relevant national policies supporting the development of cultural and creative products have been issued,and major museums have been engaged in the development and operation of cultural and creative products,among which the Forbidden City is the most famous one and has become the industry benchmark of cultural and creative products.A Culture Exhibition Company is mainly responsible for the development and sales of cultural and creative products of S Museum,which is another platform for the dissemination of red traditional culture of S Museum.At present,A Culture Exhibition Company has obtained some marketing results,but there are also some problems such as the lack of deep transformation of traditional culture connotation and the lack of systematic marketing strategies.In the face of favorable policies,potential customer demands and fierce competition in the cultural market,it has become a top priority to optimize the marketing strategies of cultural and creative products to help obtain competitive advantages.In this paper,questionnaire survey,literature induction and comparative analysis method are used to analyze the marketing strategies of cultural and creative products of A Culture Exhibition Company.First of all,field visits,investigation and research methods were used to fully understand the organizational structure,operating conditions,human resources and other basic information of A Culture Exhibition Company.Then through the five forces model,PEST analysis and other tools to analyze the Company’s cultural and creative product marketing environment.Finally,questionnaire survey and analysis were used to help understand consumers’ choice of cultural and creative products.The cultural and creative products of A Culture Exhibition have rich development resources,good mass base and broad potential market,but there are also problems such as single and traditional cultural and creative marketing strategies,unreasonable pricing,insufficient innovation ability and weak marketing ability.Questionnaire survey and STP analysis were used to determine the target market and product positioning in this paper and 4P marketing theory(Product,price,promotion,publicity)were also used to optimize the new marketing strategy.The paper also put forward relevant guarantee measures to optimize the implementation.It is committed to creating an excellent brand of red cultural creation and realizing the unity of social benefits and economic benefits.