Cultural product marketing can't turn a blind eye to new media

With the review of China's cultural industry revitalization plan last year, the cultural industry has risen to be the strategic industry of the country. In particular, in the recent two years of financial crisis, in other industries generally affected by the background, the cultural industry has bucked the trend. The special advantages and special functions of the cultural industry make it find new opportunities and conditions in the financial crisis.

Although the development of the cultural industry is now at the national level and the provinces, city and autonomous regions, more and more cultural and creative industrial base was established, more and more cultural products in the birth, but these cultural products marketing has become a cultural industry development of one of the short board, and directly affect the development of China's cultural and creative industries , even in some areas of the cultural industry in the field of high cost investment, but small market returns, and thus can not meet the growing consumer demand for cultural products.

At present, the relevant cultural products in the design after the creation, in the relevant promotional marketing, there is a noticeable lag phenomenon is not the cultural industry characteristics and the advantages of the new media combined. In recent years, due to the lack of creativity, the number of good cultural products is not many, coupled with the lack of marketing, so that the market value of these cultural products is not fully reflected.

In fact, the development of new media is more and more rapid, all kinds of new platforms and new applications are emerging, and the use of cultural industry is very inadequate. In the Internet, mobile phones, digital television, outdoor media and car media and other new media platforms, new applications, such as SNS website, micro-blog, mobile TV, IPTV, digital advertising screen, car mobile TV and so on have embodied good communication advantages, However, the research and practice on the application of cultural industry is scarce, and many new marketing channels are not well understood, discovered and used rationally.

At the same time, in many new media platforms, the user needs the cultural product information is insufficient, and lacks the corresponding marketing interaction and the sharing. In the Internet, mobile phones, digital television and other new media, many users would like to search and browse cultural products related to the text, pictures, audio and video and other media information, however, these content appears to be relatively inadequate, which shows that cultural products to the new media marketing ignored. At the same time, there is a lack of enough interaction and sharing in the few searchable cultural product information, which indicates that the various platforms and applications of new media are not fully utilized by the cultural industry.

In the new media platform and various applications, there are many such examples. For example, the World Expo has been held, but began in many new media applications (such as domestic mainstream SNS Web site and micro-blog applications, etc.), and there is no expo-related account shadow, until recently, only some venues registered related accounts, but has not been certified. For example, Mr. Bai Xian-Yong's youth version of the Kunqu opera "Peony Pavilion" and the new version of Kunqu opera "Jade Hairpin" and so on, although there is a better market response, but in the Internet and other related platforms, the amount of information is still inadequate, the relevant interest groups and the number of interactive components are Even some potential young viewers who have a dim opinion of Kunqu have complained frequently about the "flower" of the repertoire, often few, on such a busy internet.

New media platforms and applications to attract countless potential consumers, so many young people in full swing to browse, discuss and share information, and our cultural products how can we ignore?

Some questions to marketers of cultural products: in the Internet, mobile phones and other new media platforms, potential consumers can easily find information about your cultural products? Do they have questions about your cultural products that can be answered in a timely manner? Can you push some product information and preferential service to more consumers in time? Can consumers interact with producers in a timely manner? Can you keep abreast of many consumer reviews of your cultural products and make timely public relations crises?

If the answers to these questions are mostly negative, the market value of your cultural products will be greatly compromised. What to do? Only immediately into the embrace of the new media, to experience, to understand their different platforms and the characteristics of the application, so as to find the most appropriate marketing mix solution.

Therefore, in the popular all kinds of new media, cultural product marketing can no longer ignore the use of new media, how to occupy and reasonable use of new media to carry out innovative marketing has become urgent. Specifically, cultural product marketing New media innovation marketing strategy has the following several trends.

First, pay attention to the new media interaction, sharing, the characteristics of the application of strong communication. At present, on the internet and mobile phone new media platform, more and more social media applications, such as space, SNS websites, micro-blogs, photo-sharing, news referral and video sharing, fully embody the interaction, sharing and strong communication ability of the new media, which should be fully utilized in the process of cultural product marketing. Otherwise, the advantages of new media may not be played out. One point complained to me about what happened to them: in a blog to see a long favorite drama ads, want to leave a message to ask no one to reply, want to send an email to understand the information no one answered, think of the potential audience how disappointed.

Second, attach importance to a variety of new media marketing mix and traditional media marketing integrated marketing applications. In the research and practice of cultural products using new media for innovative marketing, according to the characteristics of different cultural products, select a number of different new media platforms and applications, carry out a reasonable marketing mix, and take into account the cultural products in the traditional media (such as radio, television, newspapers and magazines, etc.) on the promotion, So that a cultural product in various media and the application of publicity, can enable users to the cultural products and cultural brand to form a unified impression.

Third, the importance of creating a user experience in the whole process of integration marketing applications. In the research and practice of cultural products using new media for innovative marketing, can be based on the user's consumption process, in the demand for consumption, consumption, consumption before the start, consumption, experience feedback after consumption, consumption experience sharing and other aspects of the full use of more and more advanced technology of various types of new media application characteristics. For example, a concert can be advertised on a variety of new media, let consumers have more access to information and then subscribe; if they fill out the phone number at the same time, give the consumer a presentation before the show to the mobile phone, two hours before the show or when the audience is closer to the theater, You can send a theater perimeter map to a consumer's mobile phone; When a consumer enters the theatre, he can send a performance program to the consumer; At the end of the performance, a prize-winning survey can be sent to the consumers; after the performance, consumers can send the information on the ticket to the designated number for the lottery

Finally, we should pay attention to the information display, and should attach importance to the relevant cultural products from different perspectives. We know that many cultural products of the public attention and market influence, not only is the simple consumption of the public, but also need to cooperate with a variety of cultural products to comment on all aspects of the impact of ideas and ideas, in the debate sound aroused concern, in different voices to enhance the depth and breadth of cultural products. For example, some TV programs in the introduction, please the relevant fields of experts, academics, practitioners, moderators, grassroots and network writers and other aspects of the participation, through the blog, BBS, micro-blog, network video and SNS Web site, such as a variety of new media applications, to carry out multi-directional, Multi-angle publicity. It is conceivable that such programs will naturally be more popular than those that ignore these marketing tools.

Bringing the marketing front of cultural products to the new media, can fully understand the current forefront of the Internet, mobile phones, digital television, outdoor media and car media and other types of new media platform and application characteristics based on the analysis to find suitable for cultural products marketing channels, in favor of cultural products to obtain higher market value, And then promote the promotion of the marketing theory of cultural industry--combine the marketing theory of cultural products with the theory of new media marketing.

Through innovative use of new media marketing channels, can be for the current number of various cultural products to find more marketing channels, improve the input and output of cultural products and public awareness, and let more outstanding literati products by more public contact, so as to promote the development of cultural industry at the same time, low cost, Efficient way to prosper the cultural market.

For the marketing of cultural products, what we need to do now is to embrace the new media, use the new media for marketing, and let the new media serve the marketing service-which is also a kind of time that has to be chosen. (Author: Chen Yongdong, published in "Creative World", 7th 2010, e-mail: cyd888@sina.com)