Research On Archives Cultural Products' Development And Marketing Based On The Perspective Of Consumers

Archives are a product of the cultural forms of a nationality and a country.With the development of building a culturally strong country,archives cultural products that are based on archives as raw materials embody the essence of cultural content in archives and are necessary to develop and progress.For a long time,due to the influence of many factors,the development and marketing of archives cultural products in China is based on developer perspective and there are several resource-oriented archives cultural products which cannot meet the needs of the market.The research clarified relevant concepts and theoretical foundations.By analyzing the current status and problems of archives cultural product development and marketing in China,the paper summarized several subjective and objective reasons which influence the development of archives cultural products.After synthesis,the paper tentatively proposes the idea of developing and marketing archival cultural products based on the perspective of consumers,and proposes theoretical points from three perspectives: perspective advantage analysis,consumer analysis,and framework and process analysis.In practice,the research finally proposed seven specific strategies: new concepts,new subjects,new methods,new collections,new markets,new prices,and new products.