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AbstractInrecentyears,culturalandcreativeproductshavegraduallycomeintopeople'svisionandbecomeahotword,andculturalandcreativeproductsofmuseumsareveryrepresentativeproducts.Chinaisrichinhistoricalandculturalresources,withhigh-qualitymuseumsinallregions,especiallythePalaceMuseuminBeijing.Withtherapiddevelopmentofeconomyandscienceandtechnology,thepromotionandsalesofculturalandcreativeproductsintheForbiddenCityalsokeeppacewiththepaceofthetimes.InadditiontothefieldsalesintheForbiddenCity,italso"cooperates"withtheInternet,makingtheculturalandcreativeindustryoftheForbiddenCitygraduallybecomethebestmodelofthemuseum'sculturalandcreativeindustryintheapplicationofonlinemarketing.BasedonthecurrentsituationofonlinemarketingofculturalandcreativeproductsintheForbiddenCity,thispaperanalyzestheonlineandofflinemarketingmode,andanalyzestheproblemsexistingintheonlinemarketingmode,soastoprovidepracticalplanningforimprovingtheonlinemarketingstrategy,promotetheonlinemarketingmodeofculturalandcreativeproductsintheForbiddenCitytobemoreperfect,andcarryoutonlinemarketingtoothermuseumstoconveyinformationofreferencesignificance.Keywords:Thepalacemuseum，CulturalandcreativeproductsofthePalaceMuseum，Networkmarketingmode目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc1115"前言PAGEREF_Toc11151HYPERLINK\l"_Toc21103"1绪论PAGEREF_Toc211032HYPERLINK\l"_Toc2466"1.1研究背景及意义PAGEREF_Toc24662