Research On The Marketing Strategy Of Cultural And Creative Products In Public Libraries In China

With the gradual enrichment of material life,the public pays more and more attention to the abundance of spiritual life.In order to meet the growing spiritual and cultural needs of the public and achieve the purpose of promoting traditional Chinese culture,all cultural institutions have begun to explore the collection of cultural resources.On this basis,cultural institutions have developed cultural and creative products,and try to make use of cultural and creative products to promote the cultural resources.Public libraries are also actively exploring the development of cultural and creative products and have developed many excellent series of cultural and creative products.However,compared with the museum field,the scope of dissemination of information related to cultural and creative products in public libraries is relatively limited,which leads to The effectiveness of library cultural and creative products in disseminating traditional culture has been weakened.Marketing activities can help increase public awareness of library cultural and creative products,thereby realizing the value of cultural and creative products.At present,Chinese library academia's attention to cultural and creative products is mainly focused on the development of cultural and creative products,introductions to foreign library cultural and creative business cases,etc.There are few literatures dedicated to the marketing of cultural and creative products in libraries.In order to make up for the deficiencies in the marketing of cultural and creative products in the library field,after analyzing the external environment and internal environment of library cultural and creative product marketing,this study investigates the current situation of cultural and creative product marketing in 37 library cultural creative product development pilot units through literature analysis,investigation and case analysis.According to the survey,among the 37 pilot libraries,there are currently 16 libraries selling cultural and creative products.Since product marketing needs to be market-oriented,products that are not sold cannot be market-oriented,so there is no marketing measures.Therefore,this study only counts the sales channels and marketing methods of the 16 libraries that carry out cultural and creative product operations.This study introduces the SICAS marketing model to analyze and summarize the problems in the marketing of cultural and creative products of China's public libraries in five aspects: sense,interest,communicate,purchase,and share.As the China National Library's cultural and creative product marketing activities are more diverse,and the overall marketing business development is more complete than other libraries in China,this study analyzes the case of the National Library of China,and introduced in detail the marketing methods of cultural and creative products carried out by China National Library.Although the topic of whether China National Library can be classified as a public library is still controversial,the advanced experience of China National Library in the marketing of cultural and creative products is still worth learning from public libraries.By investigating the marketing methods of cultural and creative products of the China National Library and other public libraries,this study puts forward the marketing strategy of cultural and creative products of public libraries combined with the SICAS marketing model.In terms of sense,it is proposed to expand the visibility of the library's cultural and creative products through the library's official website,social media platforms and cultural variety shows;in terms of interest,through investigating user needs,matching the theme of cultural and creative products with the exhibition,and organizing cultural experience activities to arouse the public's interest in the library's cultural and creative products;in terms of communicating,it is proposed to integrate the cultural and creative business with other services of the library,and to increase the interactivity of marketing activities through social media platforms and webcast activities to interact with users;in terms of purchase,it is proposed to expand online and offline channels,integrate online and offline channels,and carry out promotional activities to promote user purchase behavior;in terms of sharing,it is proposed to encourage users to post comments and actively establish a library's cultural and creative brand to promote users' sharing of the library's cultural and creative product experience.