Research On The Marketing Strategy Of "Chengdu Handmade" Intangible Cultural Heritage Creative Product

In recent years,the state has made it the goal of cultural construction in the new era that stimulating the cultural innovation and creativity of the whole nation and building a strong socialist cultural state.Intangible cultural heritage is the valuable cultural wealth created and accumulated by the people of all ethnic groups in their long-term lives through continuous practical exploration,which is the witness of the history of the country,and represents the crystallization of the wisdom of the whole nation.As a new industry based on culture and with creativity as its core,cultural creative industry is of great significance to enhance the cultural soft power of China.With the continuous development of China’s cultural and creative industries,intangible cultural heritage creative product have gradually become important products to meet the spiritual and cultural life of the majority of consumers by combining creative development and design with the theme of intangible cultural heritage.However,in the real market environment,there are many problems in the products,prices,place and promotions,and the lack of scientific and effective marketing strategies for related enterprises has restricted the market transformation of intangible cultural heritage resources and the further integration of intangible cultural heritage protection and inheritance in contemporary life,which has affected the healthy development of intangible cultural heritage industry.Therefore,this paper takes "Chengdu Handmade" intangible cultural heritage creative product as the research object and analyzes how intangible cultural heritage creative product can optimize their marketing strategies in the current market environment.This paper investigates the marketing strategy of Chengdu Handmade,the official public brand of Chengdu City,and selects Company L,the operator of Chengdu Handmade,as the research object.The main research methods include literature and questionnaire survey to optimize the marketing strategy of intangible cultural heritage creative product.Firstly,we used the 4P theory to explain the basic marketing status of Company L and Chengdu Handmade from four aspects: product,price,place and promotion,and then used the SWOT analysis to analyze the strengths,weaknesses,opportunities and threats in the marketing environment.A semi-structured questionnaire was used to survey 57 marketers of Company L to understand the current marketing capabilities and marketing strategies of Company L.Through the statistical analysis of the survey results,it was found that its current marketing strategy,in terms of product strategy,has the problems of quality to be improved,differentiation is not obvious,and portfolio extension is insufficient;in terms of price strategy,it has the problems of a single pricing strategy and insufficient value perception;in terms of channel strategy,it has the problems of insufficient physical channels and single online channels;in terms of promotion strategy,it has the problems of poor integrated communication and marketing;In terms of promotion strategy,there are problems of poor integrated communication and insufficient interaction in the marketing process.Based on the in-depth analysis of L’s marketing environment and the summary of the problems of L’s marketing strategy for intangible cultural heritage creative product,this paper integrates the 4P and 4C marketing strategy to develop a marketing strategy design plan and guarantee measures to solve the relevant problems.The specific marketing optimization strategy constructed for Company L is divided into four aspects: product strategy based on the realization of customer needs,price strategy based on the reduction of customer costs,place strategy based on the satisfaction of customer convenience,and promotion strategy for the purpose of effective customer communication.Finally,in order to ensure the smooth implementation of the strategy,this paper puts forward the construction direction of safeguards,including three aspects,such as institutional safeguards,resource safeguards and technical safeguards..It is hoped that this study can help Company L continuously optimize its marketing strategy in the increasingly competitive market environment of cultural and creative products,and successfully build its core competitiveness to ensure a healthy and stable development.At the same time,the optimization plan of marketing strategy for cultural and creative products proposed in this study also has certain guiding significance for other similar enterprises.