Research On The Marketing Model Of Cultural And Creative Products Of Public Libraries In My Country

In recent years,from various circles of derivative products,to museums and other cultural units to create cultural products,it is indicated that cultural creative products have gradually come into our vision.At the same time,Beginning with the General Office of the State Council' Notice on Promoting the Development of Cultural and Creative Products of Cultural Heritage Units In May 2016,the State has successively introduced a series of policy measures to promote the development of cultural and creative products in public libraries and wrote the issue into The Public Library Law of the People's Republic of China which has be implemented in 2018.It is in the context of such a trend,this paper summarizes the research experience of previous scholars and found that at present our country public library culture creative product related studies mostly focus on overall development pattern,and attention to each link of research is very few,especially for marketing model,only a few articles,and the data is not comprehensive,discussed also.This article from the perspective of marketing,collect collect a large amount of data,using the scientific theory to analyze the status quo and description,discusses creative products in building library public library culture brand,product marketing strategy and the specific problems existing in the aspects of marketing chain,so as to put forward to solve the existing problems and keep a long-term positive development Suggestions and comments.The research methods used in this paper mainly include literature analysis,investigation and research,and quantitative analysis.In data collection,this paper adopted the method of telephone survey,questionnaire and literature investigation,and on the document of 26 public library for the product development survey,recycling effective questionnaire 311,from the aspects of product category,product pricing,etc to summarize marketing present situation,then apply the PEST environment analysis theory and STP market segmentation theory of library culture and analyze the macroenvironment and market environment of products,looking for accurate positioning.On this basis,this paper museum culture creative products,as well as the early start of the successful experience of British and American national public library culture creative products and practice,put forward the development of public libraries in our country culture creative product concept,development direction,lists the four is suitable for use in the public library,and the trendy of the concrete implementation strategy in the process of product marketing,and the above methods and operating strategies are expounded,for all kinds of public library cultural creative product marketing work provides a feasible ideas.