Research On Marketing Strategy For Shanghai Museum Owned IP Derivative Products

The cultural and creative industry has become a sunrise industry,and the museum as the man incubation base of the culture and creative industry,with the attention of the country and local governments,has continuously launched wonderful and eye-catching cultural and creative products,which not only amplifies the social effects of the museum,has also opened up a market-oriented path for the museum and won the significant economic benefits.However,since the domestic museum culture and creative products develop didn't start early,notwithstanding it's in the first phase of development,the development of the cultural and creative products and the collection resources do not match.And there is also inconsistency between their search on the products and the market demand,so how do you development and markets the museum cultural and creative products originally and effectively have certain social significance and economic value.This thesis take the shanghai museum as the object of impractical research.By analyzing the development status and consumer demand of the cultural and creative products of shanghai museum.It summarizes the innovative development strategies of the cultural and creative products.