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Research on the Marketing Strategy for Cultural and Creative Products of Daji Cultural Creativity Company

Author(s)

Jialin Gong

Affiliation(s)

School of North China University of Technology, Beijing, China

Abstract

Hongshan Culture, a significant archaeological culture of the late Neolithic period, is renowned for its highly “original” cultural characteristics. It is regarded as the “direct root within the main root system” of Chinese civilization and exerted a profound influence on the formation and development of subsequent Chinese culture. Based on the 4I theory in marketing, this paper provides a comprehensive analysis of the marketing strategy for cultural and creative products of Daji Cultural Creativity Company, which leverages the Hongshan Culture IP. Through a questionnaire survey, a quantitative analysis was conducted across four dimensions: Interest, Interaction, Individuality, and Incentive (Benefit). The study reveals that Daji Cultural Creativity faces issues in interest cultivation, interactive channels, personalized services, and incentive mechanisms. Corresponding improvement strategies are proposed to assist the company in formulating precision marketing strategies, thereby enhancing its market competitiveness through the synergy of cultural and commercial value.

Keywords

Hongshan Culture; 4I Theory; Daji Cultural and Creative Company; Cultural and Creative Products; Marketing Strategies

References

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