The Impact of Diversified Product Layout on Cultural and Creative Brand Building: Take the Operation of the Palace Museum Cultural and Creative Brands Online Stores as an Example

With the recovery of tourism industry and the support of national policies, China's cultural and creative industry has developed rapidly. Among them, the Palace Museum cultural and creative products has become a typical case because its great sales popularity, and its diversified product layout is also worth learning from other cultural and creative brands. Through case analysis and questionnaire survey, based on qualitative and quantitative data, this research makes a comprehensive analysis of the diversified product line, market performance and consumer feedback of the Palace Museum cultural and creative products. The study finds that the diversified product layout of the brand is mainly reflected in the three main aspects of diverse product types, creative product design and targeted product launch. This strategy has an important impact on the brand sales, influence, market competitiveness, and consumer loyalty. The results of this research make up for the research gap in the diversified product layout of cultural and creative brands, and provide a new perspective and program for the sustainable development of other cultural and creative brands in China. In the future, the Palace Museum needs to constantly pay attention to the changes in the consumer market and consumer demand, combine with digital technology, and continuously launch new creative products.