Research on Marketing Communication Strategies of Taihang Mountain Cultural and Creative Products from the Perspective of Digital Marketing
Through literature review,market research,em-pirical research and other methods,this paper summarizes and organizes cultural and creative products in three prov-inces and one city(Hebei,Henan,Shanxi,Beijing)covered by Taihang Mountain,and finds that digital marketing is of great significance to the promotion and sales of cultural and creative products in Taihang Mountain.Based on the current situation of marketing communication of Taihang Mountain cultural and creative products from the perspective of digital marketing,it explores the problems existing in the digital marketing communication of Taihang Mountain cultural and creative products.Starting from four aspects of market posi-tioning,product research and development,brand building and channel building,it puts forward marketing strategies of Taihang Mountain cultural and creative products such as di-versified marketing methods,regional cultural characteristic brand building,digital product development and experience,customer management and personalized customization.
marketing strategycultural and creative productdigital marketingTaihang Mountain
NETL
NSTL
万方数据
