| Museum cultural creative products are an important carrier of museum cultural communication,and also an important link between museum and audience.The development and marketing of museum cultural and creative products plays an important role in assisting museums to perform their public service functions,especially in the dissemination of knowledge and educational functions,it has also helped to improve the museum's staid image and expand its economic fortunes.However,there are still many problems in the marketing of museum cultural and creative products in domestic museum stores,in this paper,literature analysis,field research and case analysis are used to study the marketing of Hunan Provincial Museum's cultural and creative products,this paper points out some problems existing in the marketing of museum cultural creative products from the aspects of customers and employees,products,prices,places and publicity,respectively,and according to the question pertinently put forward some reference suggestions.Through the case study on the marketing of Hunan Provincial Museum's cultural creative products,this paper hopes to provide useful reference for the marketing of Hunan Provincial Museum's cultural creative products and even other domestic museum's cultural creative products,to provide some ideas for the development of cultural and creative industries of museums in China.The full text is divided into five parts:The first part,Introduction.This paper introduces the background and research significance of this topic,summarizes the research results of related fields at home and abroad,and explains the main research methods and innovative points of the topic.The second part,related concepts and theories.This paper sorts out and defines the concepts of cultural creative products,cultural creative products of museums,cultural products of museums,marketing of cultural creative products of museums,etc..In addition,the related theoretical basis is introduced;The third part,marketing characteristics.Based on the survey of staff and customers of Hunan Provincial Museum,this paper expounds the present marketing situation of Hunan Provincial Museum products,and summarizes the marketing characteristics of Hunan Provincial Museum products.The fourth part is the problem analysis.On the basis of Joseph McCarthy's marketing theory,according to the current competition situation of cultural consumption market and the latest marketing theory,this paper analyzes some problems existing in the marketing of Hunan Provincial Museum cultural creative products.The fifth part,related thinking.Based on the questions raised in the fourth part,the author still thinks and analyzes in the following five aspects: staff and customers,product,price,places,publicity. |
