Research on the Marketing Strategy of Cultural and Creative Products of Museums under the E-Commerce Model

随着互联网的日益普及，电子商务得以兴起并蓬勃发展。电子商务所带来的机遇与挑战冲击着各行各业，博物馆文创工作也面临着全新的发展机遇。本研究基于电子商务的角度来对博物馆文创工作中产品营销策略进行研究，通过对当下博物馆文创产品营销现状进行梳理，剖析其中存在的如产品开发、营销渠道、品牌建设等方面的关键问题，结合故宫博物院、河南博物馆文创产品营销成功案例的启示与经验，对博物馆文创产品的营销策略提出优化建议，以期让博物馆文创工作深度融入“文创 + 电商”模式，实现文创产品文化价值与商业价值的双重提升，进而为博物馆事业的高质量、可持续发展开辟新路径。在“文创 + 电商”这一新模式下，文创产品电商化呈现出广阔的发展前景。With the increasing popularity of the internet, e-commerce has been able to rise and flourish. The opportunities and challenges brought about by e-commerce are impacting all walks of life, and the cultural and creative work of museums is also facing new development opportunities. Based on the perspective of e-commerce, this study studies the product marketing strategy of cultural and creative products in museums, analyzes the key issues such as product development, marketing channels, brand building, etc., and combines the enlightenment and experience of successful cases of cultural and creative product marketing in the Palace Museum and Henan Museum to put forward optimization suggestions for the marketing strategy of cultural and creative products in museums, in order to deeply integrate the cultural and creative work of museums into the “cultural creativity + e-commerce” model; realize the dual promotion of cultural value and commercial value of cultural and creative products, and then open up a new path for the high-quality and sustainable development of museums. Under the new model of “cultural creativity + e-commerce”, the e-commerce of cultural and creative products presents broad development prospects.