基于4P理论的淄博陶瓷琉璃博物馆文创产品营销策略研究

Research on the Marketing Strategy of Cultural and Creative Products of Zibo Ceramic and Glass Museum Based on 4P Theory

摘要: 本文以淄博陶瓷琉璃博物馆为研究对象，基于4P理论分析当下馆内文创产品营销现状，并提出可行的优化策略。研究发现，当前博物馆文创存在文化符号转化表层化、渠道与流量错配、推广叙事断裂等核心问题。通过产品端的场景适配与符号解构、价格端的工艺溯源与分级定价、渠道端的线上线下全渠道融合、推广端的情境化叙事与流量联动，可实现文化价值与市场价值的共生。研究为地域特色博物馆文创产品的提质增效提供了理论参考与实践路径，助力非遗技艺的活态传承与市场化传播。

Abstract: This paper takes the Zibo Ceramic and Glass Museum as the research object, analyzes the current marketing status of cultural and creative products in the museum based on the 4P theory, and proposes feasible optimization strategies. The research finds that the current cultural and creative products of the museum have core problems such as superficial transformation of cultural symbols, mismatch of channels, and broken promotion narratives. Through scene adaptation and symbol deconstruction at the product end, process traceability and tiered pricing at the price end, full-channel integration of online and offline at the channel end, and contextualized narrative and traffic linkage at the promotion end, the coexistence of cultural value and market value can be achieved. The research provides theoretical references and practical paths for improving the quality and efficiency of cultural and creative products in regional characteristic museums, and helps the dynamic inheritance and market-oriented dissemination of intangible cultural heritage skills.