Research On The Marketing Strategy Of Cultural And Creative Products Of The Palace Museum In Beijing

With the continuous improvement of material standard of living,the public's demand for culture is getting higher and higher.As the witness of China's cultural development and the achievement of civilization accumulation,museum has become one of the important choices for the public to meet cultural needs.However,at the same time,most museums in China are unable to keep pace with The Times due to rigid systems and backward concepts.Among the numerous museums in China,the Palace Museum in Beijing ranks among the top in both scale and number of visitors.However,in the process of its operation,there have been some problems,such as declining public image,insufficient public service capacity,and difficulties in the transformation of its own functions.In order to seek new development,the Palace Museum in Beijing launched a new layout,in which,the development and marketing of cultural and creative products played an important role,making the ancient Palace Museum in Beijing glow with new vitality.Therefore,this article will from the Palace Museum in Beijing,and the product development,online and offline marketing strategy and so on three aspects to carry on the analysis,a detailed introduction to the Palace Museum in Beijing in grasps the article product development philosophy,and based on its own situation,formulate development pattern and carry out the exploration practice,this paper museum of Beijing the imperial palace today's market environment,how to make use of the combination of online and offline marketing strategy,through market sales channel,enhancing influence,and expand sales.Development and marketing of the products,not only contribute to the development of museum,is also the development and protection of other cultural heritage in China is of great significance,as a result,summarizes the development and marketing of museum of Beijing the imperial palace and the successful experience of the products,not only for domestic museum and product marketing brings revelation,also contribute to the protection of cultural heritage and development.