Marketing Innovation Strategy of Luoyang Historical Museum Study Tour from the Perspective of E-Commerce

洛阳作为河洛地区的中心地带，先后有十三个王朝在此建都，悠久的历史孕育了众多文化资源，为当地博物馆提供了丰富的馆藏文物，也为洛阳历史类博物馆开展研学旅游提供了得天独厚的资源。随着文旅产业与电商加速融合的背景，为推动洛阳历史类博物馆研学游的高质量发展。本文从电商视角展开研究，通过剖析当前营销现状，在产品创新、平台优化、营销创新、优化数据收集机制上提出一系列的营销创新策略。Luoyang, as the central area of the Heluo region, has been the capital of thirteen dynasties. Its long history has nurtured numerous cultural resources, providing rich collections of cultural relics for local museums and offering unique resources for Luoyang’s historical museums to carry out study tours. With the accelerated integration of the cultural and tourism industry and e-commerce, in order to promote the high-quality development of research and study tours for historical museums in Luoyang, this article conducts research from the perspective of e-commerce. By analyzing the current marketing situation, a series of marketing innovation strategies are proposed in product innovation, platform optimization, marketing innovation, and optimizing data collection mechanisms.