Research On Marketing Strategy Of Cultural And Creative Products Of N Museum

As the concept of “cultural confidence”,“cultural powerhouse” prevails,China's public cultural service industry has been intimately related to the commercial cultural industry,as well as rising power of the cultural and creative industry and creative economy.The cultural and creative products of museums are the perfect integration crystallization of public cultural services and cultural industry,which ignites the development of the cultural and creative industry.Given this background,China witnessed a lot of excellent successful museums and products,however,different regional economic and cultural development levels has a certain gap,which leads to some areas with profound cultural heritage lacks exploration of its cultural potentials leaving the museum has no many features and highlights to attract the audience.Due to the geographical location and climate condition,N museum attracts tourist only in the peak season and the purchasing group of N museum and it's store are from tourist group.Product research and marketing run into bottle neck because of the insufficient exploitation in Nei Mongolian culture and N museum developing potentials.The paper consists of seven parts: the first part is the introduction which covers the research background,research significance,research content and method,cultural industry development and theoretical study of the subject.Followed by the related concepts and theories.In this part,the paper tries to analysis the confusing concepts such as museum,cultural and creative industry,cultural and creative products,and museum's cultural and creative products,and also introduce the related marketing theories and analysis methods involved.In the third part,the paper analyze the current market situation of the cultural and creative products of N Museum,and find out the existing problems through the questionnaire survey.The forth part is the SWOT analysis.Through Identifying the advantages and disadvantages faced by N Museum's marketing cultural and creative products,and by finding the opportunities and challenges,the paper formulates SWOT matrix and try to make strategic choices.The fifth part is Marketing Strategy Designing.In this part,the paper adjusts the market positioning and put forward specific suggestions for the promotion of the marketing cultural and creative products of N Museum in line with theory.The sixth part,the implementation of marketing strategy.On the basis of former part,the paper proposes the safeguarding measures to effectively implement the marketing strategy design combined with the reality of N Museum.The final part is Conclusion.The paper is summarized and put forward the future development idea of cultural and creative products of N Museum.For clues to the prospect of cultural and creative product of museums in minority area,and by analyzing deeply into exiting problems,It is hoped that the paper provide valuable reference for the research and marketing of cultural and creative product.