基于4P理论的贵阳市甲秀楼文创营销优化策略研究

Research on Optimization Strategies for Cultural and Creative Product Marketing of Jiaxiu Tower in Guiyang Based on the 4P Theory

摘要: 甲秀楼作为贵阳市的“城徽”与核心历史文化地标，其文创产品的开发与营销是文化遗产活化利用的重要途径。本文以经典营销4P理论为框架，结合甲秀楼文创发展现状，系统剖析其在产品、价格、渠道、促销维度存在的不足，借鉴国内文创产业成功经验与相关研究成果，提出针对性的优化策略，旨在推动甲秀楼文创产业高质量发展，强化其文化传播与经济赋能双重价值。

Abstract: As the city emblem and core historical and cultural landmark of Guiyang, the development and marketing of Jiaxiu Tower’s cultural and creative products serve as an important approach to the activation and utilization of cultural heritage. Taking the classic 4P marketing theory as the framework, combined with the current development status of Jiaxiu Tower’s cultural and creative industry, this paper systematically analyzes its deficiencies in the dimensions of product, price, place and promotion. Drawing on the successful experience of China’s cultural and creative industry and relevant research findings, targeted optimization strategies are proposed, aiming to promote the high-quality development of Jiaxiu Tower’s cultural and creative industry and strengthen its dual values of cultural communication and economic empowerment.