摘要
我国经济的迅猛发展促进消费者追求更高层次的精神文化消费，也为文化产
业和有关行业的发展创造了更多可能。内蒙古依托旅游资源和蒙古族传统文化优
势正处于文创产业萌发期，Y文化产业有限公司在行业勃发背景和政策支持下积
极发展，获得部分消费者青睐的同时也面临营销方面的挑战。
Y公司是一家成立于内蒙古的小微企业，该公司生产的蒙古族特色文创产品
品质优良，富有民族和地域特色，但品牌知名度低且区域市场占有率不高，文中运
用 PEST理论对Y公司所处环境以及营销策略现状进行分析和阐述，通过SWOT
分析发现 Y公司具有产品质量好、原材料成本较低的优势，同时在现有营销策略、
品牌形象、发展资源方面存在劣势，需要把握住行业蓬勃发展的契机，在互联网平
台经济的风口抓住细分市场以及政策扶持的机会，积极应对疫情对旅游市场和消
费意愿的不利影响、工业产品替代的威胁；文中通过问卷调查的方式从消费者角度
总结出 Y公司在营销策略中存在品牌意识不足、营销渠道单一、产品定价不够科
学、促销策略效果不佳的问题。应用 STP理论从人口、地域、行为的角度进行市
场细分,选择以中青年消费群体和文化共鸣群体为主的中高端文创消费市场，确定
Y公司游牧民族特色文创的市场定位，提出坚持使用高品质原材料、传承民族技
艺、挖掘产品内涵和多样化、趣味化的产品策略，分类分档定价的价格策略，开辟
线上销售渠道、建立线下文创体验店、提升线上品牌形象展示水平和实体店客户体
验感，利用网络平台促销、线下终端促销活动、公共关系促销的促销策略；提出增
加公司专门营销部门，引入社会资源参与研发并培养专业电商营销人员，申请政府
部门专有项目资金和社会资金，建立针对客户的数据分析，建立生产线实现部分产
品机械生产，开展公司对知识产权的法律培训的相应保障措施。
针对 Y公司文创类产品营销策略提出相应的可行性举措，可以为从事特色产
品营销的小微企业在资源有限的条件下增加受众群体，树立品牌形象提供参考建
议。
关键词：文化创意产业，Y公司，品牌传播，营销策略
I
Abstract
The rapid development of China's economy promotes consumers to pursue higher-
level spiritual and cultural consumption,and also provides more opportunities for the
development of the cultural industry and related industries.Relying on its advantages of
tourism resources and Mongolian traditional culture,Inner Mongolia is in the germination
stage of cultural and creative industries.With the background of booming industry and
policy support,Yide Cultural Industry Co.,Ltd.is developing fast and winning the support
from some consumers while facing marketing challenges.
Yide company is a micro enterprise established in Inner Mongolia,producing the
cultural and creative products with Mongolian characteristics of high quality,rich in ethnic
and regional characteristics. However the brand awareness is yet to increase and so does
the regional market share.In this paper,the PEST theory was used to analyze and elaborate
the environment and marketing strategy of Yide company. Through SWOT analysis,we
found that Yide company has the advantages of high product quality and lower raw
material cost.On the other hand, there exsist disadvantages in the current marketing
strategy,brand image and development resources.It is necessary to seize the opportunity
of the vigorous development of the industry,and with the support of policy and market
segmentation,Yide has to respond positivily to the adverse impact of the epidemic on the
tourism
market
and
consumption
willings,and
the
threat
of
industrial
substitutions.Through the questionnaire survey,we found some shortages of Yide such as
the lack of brand awareness,single marketing channel,unscientific product pricing and
poor promotion strategy.With the appilication of STP theory,we segment the market from
the perspective of population,region and behavior,and decide to select the medium and
low-end cultural and creative consumption market dominated by young and middle-aged
consumer groups and cultural resonance groups.Through our research,we summarized
some possible ways as below to expand the company.Determine the nomadic cultural
market positioning and insist on using high-quality raw materials.Inherit ethnic skills
and excavate product connotation and diversification.Use multiple pricing strategy and
establish online sales channels and offline experience store to improve the level of online
brand imagedisplay andthe customer experiencesatisfaction.Use thepromotion
strategies of online and offline promotion and public relation promotion.It is proposed to
increase the company'sspecial marketing department,introduce socialresources to
II
participate in R&D and train professional e-commerce marketing personnel,apply for
government department's exclusive project funds and social funds,establish data analysis
for customers,establish production lines to achieve the mechanized production of some
products,and carry out the company's legal training on intellectual property rights.
The corresponding feasible measures are put forward for the marketing strategy of
Yide's cultural and creative products, which can provide reference ideas for small and
micro enterprises engaged in the marketing of characteristic products to increase their
target audience members and establish a brand image under the condition of limited
resources.
Key words:cultural and creative industry,Yide company, brandcommunication,
marketing strategy
III