故宫文创的网络营销策略研究

A Study on the Online Marketing Strategy of The Palace Museum Cultural and Creative Products

摘要: 在文化IP (Intellectual Property)商业化成为文化产业发展重要趋势的背景下，故宫文创依托故宫历史文化底蕴实现快速发展，也深受广大消费者的喜爱。网络营销则是助其破圈传播、提升市场竞争力的关键。本文以故宫文化创意产品的网络营销策略为研究对象，立足于文化IP商业化蓬勃发展的时代背景，分析其网络营销实践、现在存在的问题及针对问题提出可行性建议，为故宫文创及同类文化遗产衍生产品的网络营销提供参考。

Abstract: Against the backdrop where the commercialization of cultural IP has become a key trend in the development of the cultural industry, the Palace Museum’s cultural and creative products (CPPs) have achieved rapid growth by leveraging the profound historical and cultural heritage of the Palace Museum, and are also deeply loved by a wide range of consumers. Online marketing is the key to helping these products break through to wider audiences, spread their influence, and enhance market competitiveness. Focusing on the online marketing strategies of the Palace Museum’s CPPs, this paper is grounded in the era of vigorous development of cultural IP commercialization. It analyzes the practical implementation of the museum’s online marketing, identifies existing problems, and proposes feasible suggestions to address these issues. The aim is to provide a reference for the online marketing of the Palace Museum’s CPPs and similar derivative products of cultural heritage.