曾晓菡-文创产品的网络营销模式——以故宫为例.docx

本科论文本科论文摘要近年来文化创意产品逐渐进入人们的视野成为了热门词汇而博物馆的文创产品就是其中非常具有代表性的产品。我国历史文化资源丰富各地区都分布有优质的博物馆尤其是首都北京的故宫博物院。随着经济与科技高速发展故宫对于文创产品的宣传和销售也紧跟时代的脚步除了在故宫进行实地销售外还与互联网“合作”使故宫文创逐渐成为博物馆文创产业在网络营销应用方面的最佳典范。本文主要结合故宫文创产品网络营销的现状深入剖析线上线下销售模式并分析其网络营销模式上存在的问题为完善网络营销策略提供切实可行的规划促使故宫文创产品的网络营销模式更加完善并向其他博物馆开展网络营销传达具有借鉴意义的信息。关键字：故宫博物院故宫文创产品网络营销模式AbstractInrecentyearsculturalandcreativeproductshavegraduallycomeintopeople'svisionandbecomeahotwordandculturalandcreativeproductsofmuseumsareveryrepresentativeproducts.Chinaisrichinhistoricalandculturalresourceswithhigh-qualitymuseumsinallregionsespeciallythePalaceMuseuminBeijing.WiththerapiddevelopmentofeconomyandscienceandtechnologythepromotionandsalesofculturalandcreativeproductsintheForbiddenCityalsokeeppacewiththepaceofthetimes.InadditiontothefieldsalesintheForbiddenCityitalso"cooperates"withtheInternetmakingtheculturalandcreativeindustryoftheForbiddenCitygraduallybecomethebestmodelofthemuseum'sculturalandcreativeindustryintheapplicationofonlinemarketing.BasedonthecurrentsituationofonlinemarketingofculturalandcreativeproductsintheForbiddenCitythispaperanalyzestheonlineandofflinemarketingmodeandanalyzestheproblemsexistingintheonlinemarketingmodesoastoprovidepracticalplanningforimprovingtheonlinemarketingstrategypromotetheonlinemarketingmodeofculturalandcreativeproductsintheForbiddenCitytobemoreperfectandcarryoutonlinemarketingtoothermuseumstoconveyinformationofreferencesignificance.Keywords:ThepalacemuseumCulturalandcreativeproductsofthePalaceMuseumNetworkmarketingmode目录前言11绪论21.1研究背景及意义21.2相关文献综述21.3研究内容和方法32故宫文创产品营销现状及存在的问题52.1故宫文创产品网络营销现状52.1.1线上平台的营销52.1.2线下渠道的营销72.2故宫文创产品网络营销存在的问题82.2.1发展目光局限于国内市场82.2.2故宫文创产品相关人才缺失92.2.3产品种类少更新速度慢103故宫文创产品的网络营销策略规划113.1借助品牌优势借势营销113.2开发更多具有历史性的实用创意产品113.3拓宽销售渠道充分利用电商平台123.4增强服务意识维护用户关系13结