Research On The Development Of Library Cultural And Creative Products Under The Internet Environment

With the transformation of social and economic structure and the increase of people's spiritual and cultural consumption demand,people's demand for cultural and creative products is gradually increasing.National policies issued in succession have also enabled cultural relics units to actively participate in the development of cultural and creative undertakings.Among them,the cultural and creative work of museums has achieved initial success,but the progress of libraries which enjoy a lot of cultural resources is slow.At the same time,the development of the Internet also makes the library cultural and creative work face new opportunities and challenges.The domestic library cultural and creative industry started late,and the related research is relatively scarce.The research direction is mainly focused on the development mode of Library and creative products,promotion and marketing,case practice,and integration of cultural innovation and library business.However,there are few researches on Library and literature creation based on Internet e-commerce mode,and there is a lack of systematic research on products created in the background of "Internet plus".Therefore,in the library online cultural and creative product development methods,product types,marketing strategies and other aspects still need to be further explored.Although some libraries actively prepare for the development of online cultural and creative stores with the development of E-commerce while opening cultural and creative stores.But on the whole,the development of cultural and creative products of Libraries in China is in the pilot stage,and still needs a lot of theoretical research to guide the practical work.Therefore,based on the analysis of a large number of domestic and foreign library cultural and creative cases,this study puts forward suggestions on the development of library cultural and creative products under the e-commerce mode,in order to enrich the theoretical basis of library cultural and creative products and ensure the steady progress of library cultural and creative undertakings.The main methods used in this study are literature research,situation analysis,case analysis,comparative analysis and statistical analysis.Based on the concept and characteristics of cultural and creative products,this study extends the connotation and extension of library cultural and creative products,expounds the social and economic benefits of library cultural and creative products,and then makes SWOT analysis on the development of library cultural and creative products to obtain the strategic matrix.In addition,this study also elaborates the e-commerce model theory(B2C),marketing theory and six degree separation theory,and constructs the marketing operation mode of library cultural and creative products.On this basis,combined with 4P marketing theory,this study analyzes the cultural and creative products of National Library flagship stores,National Library Cultural and creative product development alliance flagship stores and some pilot libraries,and eight representative libraries abroad,and obtains the development status.After that,it makes a comparative study on the development of domestic and foreign library cultural and creative products from three aspects of cultural and creative product positioning,design and operation.At the same time,combined with the SWOT strategic matrix,it concludes the problems existing in the development of domestic library cultural and creative products.Finally,combined with the marketing 4Cs and 4R Theory,this paper puts forward suggestions on user and market-oriented development of cultural and creative products,as well as the promotion methods of library cultural and creative products under the three e-commerce modes of soft text,live broadcast and KOL.At the same time,it also puts forward the marketing methods suitable for library cultural and creative products: word of mouth marketing,hunger marketing,interactive experience marketing and SNS marketing based on the six degree separation theory.In addition,in view of other problems in the development of library cultural and creative products under the e-commerce mode,this paper puts forward some measures,such as clarifying the principles and policies for the development of cultural and creative products,establishing and improving the talent development system,paying attention to personnel training,Internet co construction and sharing,and forming a joint development force,in order to provide ideas for the development of online cultural and creative products in various libraries.