商务传媒学院知识库

As a link between museums and consumers, museum cultural and creative products are of great significance in giving play to their educational functions and disseminating traditional culture. Since the promulgation of relevant policies on museum cultural and creative products in my country, museums have actively explored transformation and successively launched museum cultural and creative products. Favored by people’s attention and love, its cultural and creative products not only disseminate traditional Chinese history and culture to the public, but also provide economic support for the development of museums. However, due to the late start of cultural and creative products of museums in my country, their cultural and creative products are still being explored in marketing stage.

This article takes the cultural and creative products of the Dunhuang Museum as the research object, using document analysis, case studies and in-depth interviews to study the marketing environment of the cultural and creative products of the Dunhuang Museum from the macro and micro perspectives, and compares the existing cultural and creative products of the Dunhuang Museum. The series and marketing channels are sorted out, and the marketing strategies adopted by each marketing channel are refined, including seizing the hot spots and taking advantage of the marketing, enhancing user stickiness interactive marketing,