MBA教育中心知识库

随着生活水平的日益提升，博物馆传统的参观模式已然不能满足当下消费者对历史文化了解的方式，如今越来越多的游客期望通过选购博物馆相关的文创产品来获得独特的参观体验。文创产品是博物馆精神的物质载体，不但具备文化价值，而且具备艺术价值。文创产品的发展对于提升博物馆的知名度和影响力来说至关重要，好的文创产品不仅可以吸引更多游客，还可以帮助博物馆宣传自身的文化内涵，让更多人了解博物馆的历史文化，从而使博物馆的知名度和影响力得以扩大。
本文以敦煌阳关博物馆为研究对象，研究敦煌阳关博物馆文创产品营销策略，深入分析敦煌阳关博物馆在营销中存在的问题同时分析成因，最后为敦煌阳关博物馆文创产品提出营销策略优化策略。
本文共分为七部分，第一部分阐述本文的研究背景、研究意义、国内外相关研究和本文所使用的研究方法；第二部分明确文创产品、博物馆文创产品营销基本概念，同时梳理STP战略、4P营销策略等相关理论基础；第三部分介绍敦煌阳关博物馆及博物馆文创产品市场现状析；第四部分从宏观环境和微观环境两个方面对敦煌阳关博物馆进行营销环境分析；第五部分采用问卷调查法、访谈法从消费者和内部管理者的角度分析博物馆文创产品市场营销策略存在的问题及成因；第六部分对敦煌阳关博物馆的文创产品进行STP战略分析，并基于4P理论对敦煌阳关博物文创产品开发策略、价格策略、促销策略、渠道策略进行分析，提出优化博物馆文创产品营销策略的建议，并结合敦煌阳关博物馆的具体情况，从组织、人才、资金、制度保障四个方面，提出优化敦煌阳关博物馆文创产品营销的保障措施；第七部分对全文进行总结并提出待进一步研究的问题。
关键词：敦煌阳关博物馆；文创产品；营销策略

With the increasing improvement of living standards, the traditional visiting mode of museums can no longer meet the needs of current consumers for understanding history and culture. Nowadays, more and more tourists hope to obtain a unique visiting experience by purchasing cultural and creative products related to museums. Cultural and creative products are the material carrier of museum spirit, possessing not only cultural value but also artistic value. The development of cultural and creative products is crucial for enhancing the visibility and influence of museums. Good cultural and creative products can not only attract more tourists, but also help museums promote their cultural connotations, allowing more people to understand the history and culture of museums, thereby expanding their visibility and influence.
This article takes Dunhuang Yangguan Museum as the research object, studies the marketing strategies of cultural and creative products of Dunhuang Yangguan Museum, deeply analyzes the problems existing in the marketing of Dunhuang Yangguan Museum, analyzes the causes, and finally proposes marketing strategy optimization strategies for cultural and creative products of Dunhuang Yangguan Museum.
This article is divided into seven parts. The first part elaborates on the research background, significance, relevant domestic and foreign research, and the research methods used in this article; The second part clarifies the basic concepts of cultural and creative products and museum cultural and creative product marketing, while sorting out the theoretical foundations of STP strategy, 4P marketing strategy, and other related strategies; The third part introduces the Dunhuang Yangguan Museum and an analysis of the current situation of the museum's cultural and creative product market; The fourth part analyzes the marketing environment of Dunhuang Yangguan Museum from two aspects: macro environment and micro environment; The fifth part uses questionnaire survey and interview methods to analyze the pr