Research On The Operation Of Cultural And Creative Products In Nanjing

As the star of today and tomorrow in the cultural and creative industry,cultural and creative products have excavated the maximum value of artworks,cultural and creative works and design works to the greatest extent.As a commodity,if cultural and creative products want to give full play to their strength,they will be a flash in the pan without good image construction and operation strategies.There are some problems in the development process of cultural and creative industry in nanjing,such as the insufficient use of cultural resources,insufficient influence and poor marketing methods.On this basis,this paper takes "research on the operation of cultural and creative products in nanjing city" as the topic,firstly analyzes the background of the development of cultural and creative products and defines the concept of cultural and creative products and cultural and creative stores.Secondly,based on the field research,according to the quality and quantity of cultural and creative products,the operation subjects of cultural and creative products in nanjing are divided into three types: government-oriented,market-oriented and multi-innovation.Thirdly,choose nanjing museum from three types.Confucius temple scenic area,pioneer bookstore;Lychee culture and innovation(jiangsu radio and television)and nanjing university of the arts as representatives of the analysis,summed up the three types of cultural and creative product operation of the main operating ways.Finally,the paper puts forward the advantages and disadvantages of the development of cultural and creative products in nanjing,and proposes an overall improvement plan for the operation of cultural and creative products in nanjing from the two aspects of the image construction and development and operation of cultural and creative products.