Research On The Development And Operation Strategy Of The Palace Museum's Cultural And Creative Products

As the imperial palace of the Ming and Qing Dynasties,the Forbidden City has the royal palace culture which has the unique mandate of heaven;as the Forbidden City which has a strict hierarchy,it has the traditional Chinese thought and culture which has experienced for thousands of years;and as a museum full of beautiful scenery and rich collections,it also has the duty of modern museum,that is,educational research and cultural heritage.The Palace Museum's multiple identities make it has a rich cultural heritage.And thus,the Palace Museum's cultural and creative products have endless connotation and inspiration.In recent years,The Palace Museum's cultural and creative products have gained great fame in the cultural and creative industries.Whether in product categories or product sales,the Palace Museum's cultural and creative products far exceed other museums.Beijing Palace Museum cultural and creative products can achieve such remarkable results,and its development strategy and operation strategy have played a key role.From the point of view of the development of the cultural and creative products of the Palace Museum,the company has adopted appropriate development strategies in three aspects: target audience,development direction and development concept.The target audience of the Palace Museum's cultural and creative products is very clear,and the corresponding characteristics of cultural and creative products are highlighted according to the psychological needs of the audience;the development direction of the Palace Museum's cultural and creative products is relatively clear.The entity cultural and creative products and the virtual cultural and creative products have clear development directions respectively,and the development concept of the Palace Museum's cultural and creative products is also very firm.The development concept based on the public demand,the former technology and the craftsmanship as the main axis guides the Palace Museum people to make breakthroughs in the development process of cultural and creative products.From the operational point of view,the Palace Museum has achieved the effect of the spread of the cultural and creative products of the Forbidden City through cross-border cooperation with other subjects;creating a multi-channel operational matrix in practice and strengthening people's perception of the Palace Museum's cultural and creative products.It has used online language to create public opinion topics,cooperated with stars with their own traffic,and opened up design rights to achieve the goal of nationwide co-creation.It realized the viral spread of the Palace Museum's cultural and creative products,and three creative subjects existed at the same time,forming a benign competition mode.Complementary development strategies and application strategies have expanded the spread of the Palace Museum's cultural and creative products,and increased the dissemination of the Palace Museum's cultural and creative products.thereby realizing the significance of inheriting the culture of the Forbidden City,contributing to brand building,and promoting public education.