博物馆文创产品的线上营销策略研究——以故宫博物院为例

Research on the Online Marketing Strategy of Museum Creative Products—Taking the Palace Museum as an Example

摘要: 在电子商务背景下，线上营销已经成为营销活动不可或缺的一部分。故宫博物院文创产品的线上营销不仅是保障其运营稳定、提高运营水平的现实需求，也是适应时代发展、推动文化传播的必然选择。本文以故宫博物院文创产品为研究对象，对故宫博物院文创产品的线上营销环境、营销现状以及存在的具体问题进行分析，将互联网元素融入文创产品设计、价格设定、渠道打造、推广等方面，提出相应的优化建议。以期提高故宫博物院管理的文创产品营销水平，完善和拓展故宫博物院文创产品线上销售渠道，增加文创产品销售量，期望能够为类似博物院的文创产品营销的理论研究和开发实践提供参考，增加文化创意产品销售量。

Abstract: In the context of e-commerce, online marketing has become an indispensable part of marketing activities. The online marketing of cultural and creative products of The Palace Museum is not only the practical demand to ensure the stability and improve the operation level, but also the inevitable choice to adapt to the development of the times and promote cultural communication. This paper takes The Palace Museum products as the research object, analyzes the online marketing environment, status quo and problems of The Palace Museum products, through putting the internet elements into the design of cultural and creative products, price setting, channel building, promotion and so on, and puts forward corresponding optimization suggestions. With a view to raising the marketing level of The Palace Museum cultural and creative products, improving and expanding the online sales channels of The Palace Museum cultural and creative products, and increasing the sales volume of cultural and creative products, it is expected to provide reference for the theory research and development practice of cultural and creative products marketing similar to the museum, and increase the sales volume of cultural and creative products.