Research On Marketing Strategy Of Makerspace In Lanke Era

In recent years,China’s economy has entered a new era,and the government attaches great importance to innovation and development.It has put forward the slogan of "mass entrepreneurship,mass innovation",which has aroused the enthusiasm of the whole people for entrepreneurship and innovation,and the entrepreneurial atmosphere is heating up.In this context,various kinds of maker spaces have sprung up and developed rapidly.However,the maker space is also faced with problems such as serious homogenization,low occupancy rate of enterprises,and operational difficulties.How to optimize the marketing strategy and improve the enterprise’s occupancy rate and market share has become an important issue to realize the sustainable development of the maker space.In the context of current domestic policies advocating innovation and entrepreneurship,the space for mass entrepreneurship has gradually risen and developed.This paper takes Lanke Times Maker Space as the research object,studies the actual needs of customers for maker space products and services through questionnaire survey and statistical analysis,and analyzes the current situation of its marketing strategy.It points out that its marketing strategy has a single profit model,high operating costs,short of connecting resources,weak entrepreneurial service ability,lack of professional operators,insufficient entrepreneurial investment and financing personnel,and a single customer collection channel Weak marketing ability.Then,this paper makes an in-depth analysis of its internal and external marketing environment,uses PEST analysis tool to analyze the macro links,and points out that the innovation and entrepreneurship environment is becoming more and more perfect,enabling the rapid development of maker space;At the same time,using Porter’s five forces model to analyze its industrial environment,it points out that there is fierce competition among various mass creative spaces,the industry has great development potential,and also has strong attraction.Finally,this paper analyzes the overall development of the maker space industry in Lanzhou,and summarizes the advanced experience of the well-known maker space such as Y-Combinator and maker headquarters,with a view to improving the market share and share of the maker space and realizing its sustainable development.Finally,based on the existing marketing environment and the problems existing in the marketing strategy of the maker space in the Lance era,this paper uses the STP theory to formulate the target market strategy,and proposes specific optimization strategies in combination with the 4Ps marketing theory.At the same time,this paper also puts forward specific implementation guarantees from the aspects of technology,personnel and organization to help Lanke Times maker space continuously optimize marketing strategies,form differentiated competitive advantages,and improve market awareness and brand image.