The Development And Marketing Of Museum Cultural And Creative Products Based On The Collection Of Cultural Relics

At present,the museum cultural creative industry in China is in its infancy,and its development still has a big room for rise.The development of cultural creation industry in museums is of great benefit to the extension of the value of cultural relics,the widening of capital channels and the promotion of the development of museums.Taking the Oriental Metropolitan Museum as an example,this paper takes the combination of field visit and information retrieval to study the positioning,development mode,sales model and pricing of the literature creation products of the Oriental Metropolitan Museum.The investigation found that the cultural creation of the Oriental Metropolitan Museum in the development and marketing links have achieved good results.However,due to various external conditions,there are still some problems are inevitable.For example,the development stage has not fully excavated the connotation of the cultural relics in the library;the product development categories are complicated and not in series;and the cultural creative products lack the necessary product description and packaging.In the marketing link,the network channel is not open,and the comprehensive quality of the shop sales personnel needs improve urgently.We put forward a series of measures to solve the problems found in the investigation.For example,the cultural connotation of museum literature creation and development highlights the brand effect,extracts the cultural connotations with the characteristics of the library collection,interprets the product connotation widely,carries on the series development and trigger secondary consumption;Push forward"crowd-creation mode".We puts forward specific proposals for the development of cultural creation products based on the three levels of "taking the form of cultural relics in the collection","the symbol of the collection of cultural relics" and "the spirit of the six dynasties" according to the characteristics of the collection of cultural relics in the six dynasties museums.Finally,put highlights on the two aspects of hardware and software facilities of museum store,we propose some suggestions,such as improving interior decoration and commodity display,widening marketing channels and creating live marketing and experiential marketing actively.We hope the above suggestions can provide some ideas and lessons for the future development and marketing of museum cultural creative products.