Sprouting Marketing Tactics for the Micro Cultural and Creative Industry

Abstract

With the global progress of industrialization and digitization, an individual’s material needs are gradually sublimated to the pursuit of life satisfaction and spiritual pleasure. The Cultural and Creative Industry (CCI) has been formed accordingly based on this phenomenon and many firms are developing towards culture, environment, art, literature, and other aspects. According to the literature, these firms exist in the form of micro businesses or workshops through a local foundation and are less capable of marketing, promotion, and connecting with new consumer groups. Over decades, governments have attached greater attentions to the development of the Micro Cultural and Creative Industry (MCCI) and set about implementing relevant grants, programs, and professional guidance mechanism. However, the question of why MCCI is still faced with considerable difficulties regarding product management and brand marketing remains ambiguous. This knowledge gap becomes the focal motivation for this article. The study is to ascertain the issue and advise the operators and managers of MCCI on how to determine their products for Profitable Core Trade (PCT) and establish marketing strategies in line with the industrial characteristics. The results and marketing guidelines presented in this study are expected to enable the operators and firms of MCCI to properly establish their respective marketing strategies and channels, and, moreover, proactively to achieve further sustainable business.