Research On The Network Marketing Strategy Of Museum Literary Creation—Based On The Case Of Guangdong Museum

By using the methods of literature research,Comparative Analysis and Questionnaire Survey,this research introduces the current situation and existing problems of the network marketing of cultural and creative products of museums in Guangdong Province,and analyzes the problems existing in the network marketing of Guangdong provincial museums,including: Single Sales Channel;Insufficient communication interest and weak interaction;Millions of fans buy low conversion rate.In view of these problems,the author uses PEST,SWOT analysis tools to analyze the necessity and advantages and disadvantages of the network marketing environment in which the cultural and creative products of museums in Guangdong province are located.At the same time,using STP analysis tool,the research makes strategic analysis on the network market positioning and target market of Guangdong Museum's cultural and creative products.Combined with the 4I marketing theory,the author proposed that the Internet marketing of cultural and creative products of Guangdong museum should take the opinion leader as the core of the interesting content communication strategy.The profit strategy of cross-border marketing with IP of Guangdong time-honored brand;The interactive strategy of the new channel based on "short video drainage,live streaming with goods";Personality strategies based on reality shows and crowdfunding for cultural innovation.The author hopes that through this research,it can provide a model for other museums in China to learn from,inject new vitality into more excellent historical and cultural inheritance,and help guide the development of online marketing of cultural and creative products of other museums in the future.