A Research On The Marketing Strategy Of Cultural Creative Products Of Shanxi History Museum

With the increasingly fierce international competition,the cultural industry has increasingly become an important area for competition in comprehensive national strength.In recent years,under the support and guidance of various national policies,the scale of our country's cultural industry has shown a rapid growth trend,but there is still a big gap with the world's powers.The cultural and creative industry is an important part of the cultural industry.Among the many types of cultural and creative products,museums have unique advantages in the development of cultural and creative products due to their rich collections and profound cultural heritage.The Shaanxi History Museum is Chinese first large-scale modern national museum,but its cultural and creative products have some problems in the marketing strategy,which has not yet occupied a dominant position in the market.This paper conducts research on the marketing strategy of cultural and creative products of Shaanxi History Museum to provide support for optimizing marketing strategies and increasing market share.At the same time,it provides reference for the design of optimizing marketing strategies for similar organizations in cultural and creative industries.This article uses several research methods,such as case analysis,questionnaire survey and field investigation to study the marketing strategies of cultural and creative products of the Shaanxi History Museum.The research content of this article is divided into seven parts: The first part is the introduction.This part summarizes the background,significance,object and method of this research,as well as the research ideas and framework structure,and explain the main contribution points of this article.The second part is an overview of cultural and creative product marketing strategy theory and literature review.In this part,we define the concept of cultural and creative products,review the relevant theories and research on marketing strategies,cultural and creative product marketing strategies and museum cultural and creative product marketing strategies.The third part is a case analysis of the marketing strategy of museums' cultural and creative products.It introduces the strategies and specific practices of six excellent museums at home and abroad in the marketing of cultural and creative products and summarize successful experiences.The fourth part is the analysis of the status quo,problems and causes of the cultural and creative product marketing strategy of Shaanxi History Museum.Firstly,it introduces the overview of Shaanxi History Museum,and then understands and presents the marketing status of Shaanxi History Museum's cultural and creative products through field investigations and questionnaire surveys,focusing on the analysis of the problems and their causes in the marketing of Shaanxi History Museum's cultural and creative products.The fifth part is the design of the marketing strategy of cultural and creative products of Shaanxi History Museum.It puts forward the overall objectives,basic principles,overall ideas and specific measures for optimizing the marketing strategy of cultural and creative products of the Shaanxi History Museum.The sixth part is the implementation of the cultural and creative product marketing strategy of Shaanxi History Museum.The part clarifies the implementation plan and proposes a guarantee mechanism in terms of organization,talents,funds,and systems.The seventh part is the conclusions and issues for further study.The contribution of this article is mainly reflected in three aspects: first of all,it sorts out and summarizes the marketing strategies of cultural and creative products of well-known museums at home and abroad;second,it points out the current problems and causes of the cultural and creative product marketing strategies of Shaanxi History Museum;lastly,it gives the design plan of cultural and creative product marketing strategy and implementation plan with museum characteristics.