The Research About Our Country's Museum Cultural Products Marketing Strategy

In recent years, the museum has many new changes, the number of museum and museum audience types have increased, technical personnel and comprehensive talent has increased although, new technology and material has be used in display, the museum management has become more scientific and complete. Museums and social relations are increasingly close, many museums has preparing into the community, into the campus, into the countryside and into the army, they has be order to spread the museum culture to wider areas. In addition, many museums has become adolescents cultivation base, universities combination education base and so on, become the backbone of the school education. Functions of museum has become increasingly diverse, collection, research, education, entertainment, leisure, etc., the museum Plays a more important role in social education. The development of the digital museum can make everyone across time and space limit, at any time to visit and learn. Museum has the ability and obligation to preserve cultural heritage for the society, also can make contribution to the society, the development of museum cultural products is also an important part of the power.The text is composed of three parts, introduction, body and conclusion. The body has four chapters.The introduction part mainly includes the selected topic background, research significance and products, cultural products, museum cultural products, marketing and other related concepts.The first chapter discusses the research status of museum cultural products in detail. Through the classification and summary of product definition, development, function and marketing, we have a more detailed understanding for the current academic research on museum cultural products.The second chapter introduces the marketing present situation and causes of museum cultural products development in our country. At present, the museum culture product development has made some achievements, establishing demonstration units, establishing industry association organization, training and reserve force, at the same time, our country museum culture product development also has certain problems, "Zero" value is more, the product disadvantage is relatively obvious, marketing model of a single, etc.The third chapter mainly analyzes the advanced museums culture product development experiences. The British museum and Metropolitan Museum of Art is the world's outstanding about cultural products development, National Palace Museum culture product development also has its own positioning and features, it is a typical representative of regional development, The Ministry of culture Gongwangfu Management Center is one of the first museum culture product development demonstration unit in our country, the development of museum cultural products of our country have certain reference significance.The fourth chapter puts forward our country from two aspects of macroscopic and microscopic museum culture product marketing countermeasure and the suggestion. Macro level, the museum cultural products development of our country to perfect policies, establish the authority of the museum cultural products transmission platform, improve the association organization, strengthening the protection of property rights; Micro level, the museum culture product development must be promoted realistically, accurate positioning, establish the target market, multi-dimensional development, from the aspects such as product, price, promotion, channel to meet the market demand.The fourth chapter puts forward Countermeasures and Suggestions about the marketing of museum culture product in our country from two aspects. Macro level, the museum cultural products development of our country need perfecting policies, establishing the authority of the museum cultural products transmission platform, improving the association organization, strengthening the protection of property rights; Micro level, the museum culture product development must be promoted realistically, accurate positioning, establish the target market, multi-dimensional development, meet the market requirements in product, price, promotion, channels, etc...