The Creativecultural Product Design Research Based On Museum Marketing

As a social educational institution facing the public,the museum usually doesn't associate with the “marketing” used by business operations.But with the commercial development of society,the marketing modes adopted by company and enterprises cause deep thinking for all industries due to the commercial value created and the marketing concepts are also entering all the industries with subtle influences.As the carrier of culture,museums are of public nature,but under the influence of commercial environment,museums also face the pressure of survival and development,therefore,in the collection operation of similar commercial competitions,museums need to learn from the marketing to show their characteristics,promote cultural career and transmit culture.The development of creative cultural products is an important part of museum marketing,which could provide economic support for the sustainable development of museums and to some extent ease the economic pressure of museums,and become the new economic growth point of museums.Museums have rich cultural collections,as the important cultural resource center,they provide unique resource advantages for the development and design of creative and cultural products.The creative cultural products developed with various cultural resources could not only make the collections and heritage of museums closely link to the public life in the form of more lifestyle,functional,practical and artistic to meet the cultural consumption demands of public but also could play an communication role for the cultural spirit,historic significance and artistic values of the collection heritages,becoming the important carrier for the inheriting,development and innovation of traditional culture.The paper defined on the concept of museum marketing,summarized the deeper meaning that museum marketing concepts and creative cultural products should convey,analyzed the necessity of museum marketing and development of creative cultural products,and studied on the characteristics that the designs of museum creative cultural products should reflect.Secondly,the museum creative cultural products are important carriers for the museum marketing,the paper analyzed the influencing factors of the museum marketing on the creative cultural products design one by one from the three dimensions of marketing environment,consumers experience demands and museum cultural resources.Through the analysis and research on the development status of Hubei Provincial museum cultural resources and creative cultural products design,the paper summarized the existing major problems at current phase.According to the results,the paper proposed the combination strategy which could meet the development and marketing of the creative cultural products design of Hubei Provincial museum from the four aspects of products development strategy,pricing strategy,distribution channel and marketing strategy,refined the basic principles of creative cultural products design of Hubei Provincial museum and design methods beneficial for the design and development of creative cultural products design.The author verified the basic principles and methods proposed for the design in the paper through the practice carried out on the specific design on the creative cultural products of Hubei Provincial museum,which had a certain practical significance for the creative cultural products design of Hubei Provincial museum.