Sprouting Marketing Tactics for the Micro Cultural and Creative Industry
Individuals’ material wants are gradually sublimated to the pursuit of life happiness and spiritual pleasure as a result of worldwide growth in industrialisation and digitization. Based on this phenomena, the Cultural and Creative Industry (CCI) was founded, and many businesses are focusing on culture, the environment, art, literature, and other areas. According to the literature, these businesses exist as microbusinesses or workshops run by a local foundation, and they are less capable of marketing, advertising, and connecting with new customer groups. Governments have paid more attention to the growth of the Micro Cultural and Creative Industry (MCCI) in recent decades, and have begun to adopt related subsidies, programmes, and professional mentoring mechanisms. However, the reason why MCCI is still having significant problems with product management and brand marketing remains a mystery. This information gap serves as the driving force behind this article. The purpose of the study is to determine the problem and assist MCCI operators and managers on how to determine their products for Profitable Core Trade (PCT) and develop marketing strategies that are appropriate for the industry. The findings and marketing suggestions offered in this study are designed to assist MCCI operators and enterprises in effectively establishing their own marketing strategies and channels, as well as proactive business growth.
Author (S) Details
Aleck C. H. Lin
Department of Arts and Creative Industries, College of the Arts, National Dong Hwa University, Shoufeng, Hualien, Taiwan.
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