AIGC驱动下的博物馆文创产品网络营销策略研究

Research on Online Marketing Strategies for Museum Cultural and Creative Products Driven by AIGC

摘要: 在文化自信日益增强与数字化浪潮持续深化的背景下，博物馆文创产品逐渐成为连接公众与传统文化的重要载体。然而，其网络营销仍面临内容同质化、传播效率低与用户粘性弱等困境。本文通过探讨AIGC (人工智能生成内容)技术在博物馆文创产品的内容创作、个性化传播、用户互动与营销流程优化等环节中的应用潜力，提出涵盖自动化内容生产、多平台适配、个性化推荐与智能交互的网络营销策略框架，构建博物馆文创产品网络营销的AI赋能路径，为文化创意产业的人工智能应用提供参考与建议。

Abstract: Against the backdrop of growing cultural confidence and the continuous deepening of the digital wave, museum cultural and creative products have gradually become an important carrier connecting the public with traditional culture. However, its online marketing still faces predicaments such as content homogenization, low dissemination efficiency, and weak user stickiness. This article explores the application potential of AIGC (Artificial Intelligence Generated Content) technology in the content creation, personalized dissemination, user interaction, and marketing process optimization of museum cultural and creative products, and proposes a network marketing strategy framework covering automated content production, multi-platform adaptation, personalized recommendation, and intelligent interaction. Build an AI-enabled path for the online marketing of museum cultural and creative products, and provide references and suggestions for the application of artificial intelligence in the cultural and creative industry.