MBA教育中心知识库

Abstract

In recent years，with sustained economic growth and important changes in our economic strategy，the ratio of tertiary sector of the economy to GDP has continued to increase，in particular，the issue of the integration and development of high-quality cultural industries has received widespread attention from all sectors of society. Based on this，the demand for cultural talents has shown a spurt growth，the education pattern of the cultural industry is also undergoing great changes，resulting in a large number of social resources continuously flowing into the cultural industry，a variety of cultural and arts training institutions continue to emerge.

This article takes Lanzhou HSY Culture Media Company（hereinafter referred to as HSY) as the main research object，on the basis of in-depth analysis of existing achievements，starting with the actual situation of the current Chinese traditional culture and art training market，the HSY marketing environment is analyzed in detail，and the overall and deeper research and evaluate on the marketing effect and present situation of the enterprise is carried out by using the questionnaire survey method，it was found that Lanzhou HSY Culture Media Co.，there are such problems as single commodity composition，unreasonable price，lack of marketing planning，lack of effective means of marketing and dissemination，limited technical service and training capacity，neglect of physical display，and urgent need for improvement of service process，combined with the advantages and disadvantages，development opportunities and challenges of HSY enterprises in the current market economic environment，this paper puts forward development countermeasures from the aspects of STP marketing strategy and 7P marketing mix strategy，to expand the market share of Lanzhou HSY products，and urge the company’s decision-making layer can be correct，full and comprehensive understanding of operational weaknesses and advantages，and then effectively improve the level of HSY’s operation and economic performance.

On the basis of studying and sorting out the domestic and foreign marketing literature，this paper takes the marketing strategy of Lanzhou HSY as an example to further discuss the high-quality development of cultural industry and how to innovate the marketing model of cultural products in Gansu Province，explore the cultural value from the theoretical form to the material form，from technology and theoretical research into the reality of the productive forces，the realization of its value. Deeply discusses the theoretical feasibility of Lanzhou HSY marketing strategy， and based on the current reality of HSY，puts forward a set of marketing strategy that conforms to the company’s reality，this marketing theory in the art training market application research can play a certain practical supplement and theoretical expansion. Making corresponding marketing strategy for Lanzhou HSY can not only improve the overall profit level of Lanzhou HSY，but also have important reference and guiding significance for the application of marketing theory to education industry.

Keywords: Cultural Industry; Marketing strategy; Porter’s five forces model; PEST model; STP; 7Ps