基于4R营销理论的博物馆非遗文创产品的线上销售与网络营销策略的研究

Research on the Online Sales and Network Marketing Strategies of Museum Intangible Cultural Heritage Creative Products Based on 4R Marketing Theory

摘要: 当代，随着文化强国战略的实施与国民文化自信的不断提高，人们越来越关注中华优秀传统文化，博物馆及其馆藏文物也越发受到人们关注。博物馆文创产品同样受到大众的欢迎，从线下售卖到开拓网销渠道，文创产品的销售如火如荼。当下，非物质文化遗产的社会关注度日益增加，越来越多博物馆将非遗元素融入文创产品并进行售卖，本文旨在将4R营销理论融入对当下博物馆非遗文创产品的线上销售与网络营销策略的探讨，提出一些新的建议与思考，以期促进文创行业的发展。

Abstract: In contemporary times, with the implementation of the strategy of building a culturally strong country and the continuous improvement of the cultural confidence of the people, people are paying more and more attention to the excellent traditional Chinese culture, and museums and the cultural heritage within them are also receiving increasing attention. Museum cultural and creative products are also popular among visitors. From offline sales to the expansion of online sales channels, the sales of cultural and creative products have become increasingly hot. At present, the attention paid to intangible cultural heritage is increasing day by day. More and more museums are integrating intangible cultural heritage elements into cultural and creative products and selling them. This article aims to incorporate the 4R marketing theory into the discussion of the online sales and network marketing strategies of intangible cultural heritage cultural and creative products in museums at present, and put forward some new suggestions and thoughts, with the aim of promoting the development of the cultural and creative industry.