The Supply Of Nice Demands

This article takes "how to realize the sustainable developmet of Chinese museums' cultural and creative products" as the basic point of thinking,while taking "developmet and marketing" as the breakthrough piont,using literature research,thinking method,field survey,questionnaire as the methods.Through the analysis of thought,theory and case,it draws a conclusion that the challenges which the developmet and marketing of Chinese museums' cultural and creative products are facing,and then proposes the way to realize the sustainable development of Chinese museums' cultural and creative products.First of all,the paper attempts to redefine the concept of “museum cultural and creative product” from many existing viewpoints,highlighting the core element of resource regenerations and innovation natures,and defines the scope for the selection of production factors and subsequent marketing resources.The value of museum,the public,nation and region proves that the rationality of existence and the promotion of necessity of museum cultural and creative products,laying the meaning of this article.Secondly,the paper introduces both domestic and foreign situations.It establishes a global vision,while analyzing the characteristics and general situation of the development and marketing of domestic museums' cultural and creative products through the time context and spatial distribution,and find six major problems of domestic museums' cultural and creative products,such as the lack of cultural and creative products' function,the lack of professional and compound talent,the tendency of homogenization,the lack of brand,limited media publicity and single marketing channel.Furthermore,the paper proposes the solutions to these problems,based on the competitiveness of Chinese museums' cultural and creative products' innovative development: the self-reservations of cultural resources are the solutions to the lack of product's function,including the availabilitives of cultural resources,the cultural resources to be tested by the public,and the conversions of cultural resources to cultural assets;The cooperations of cultural assets' authorizations are the solutions to the lack of professional and compound talents,including the contents and methods of authorization,and it is recommended that the museums should increase other concerns besides authorizations' traditional goals;The solutions to homogenization tendencies include the public-based consumers' s demands,increasing product types,changing design methods and adjusting technologies.In addition,the paper proposes the solutions to these problems,based on the competitiveness of Chinese museums' cultural and creative products' innovative marketing: that the organic constructions of featured brands are the solutions to the lack of brands,including the recognitions and use of independent brands and allied brands;the auxiliary promotions of different media are the solutions to the limited media promotion,including the use of mainstream media and the expansion of self-media;the creation of museums' stores are a single to marketing channels,including settled and physical stores,mobile and displaying stores,virtual and online stores.Finally,the paper makes a comprehensive summary and supplement,and believes that academic researches guide the development and marketing of cultural and creative products in Chinese museums.The various feedbacks in practice enable them to adjust themselves and truly build a combination of multiple effects.The system provides a better supply for the supply of nice demands of Chinese museums' cultural and creative products.