Research on the Marketing Strategy of Cultural and Creative Products in the Official Offline Experience Store of “Village BA” in Taipan Village, Taijiang County

文章以台江县台盘村“村BA”官方线下体验店文创产品为例，结合台盘村的社会文化背景及文创开发趋势，系统分析了台盘村“村BA”官方线下体验店文创产品的开发现状及设计存在的问题。文章指出，“村BA”官方线下体验店文创开发具有文化资源优势和流量优势，但也存在创新能力不足、设计同质化严重、市场定位不足，缺乏品牌意识及用户体验的缺失等问题，针对这些问题，文章认为要从深挖“村BA”文化内核与IP价值、加强“村BA”文创产品实用性，提升消费者使用体验、线上线下双向联动，拓宽营销渠道等方面来加强“村BA”官方线下体验店的可持续发展。The article takes the cultural and creative products of the “Village BA” official offline experience store in Taipan Village, Taijiang County as an example, and combines the social and cultural background and cultural and creative development trends of Taipan Village to systematically analyze the development status and design problems of the cultural and creative products of the “Village BA” official offline experience store in Taipan Village. The article points out that the cultural and creative development of the official offline experience store of “Village BA” has cultural resource advantages and traffic advantages, but there are also problems such as insufficient innovation ability, serious design homogenization, insufficient market positioning, lack of brand awareness and user experience. In response to these problems, the article believes that the sustainable development of the official offline experience store of “Village BA” should be strengthened by deeply exploring the cultural core and IP value of “Village BA”, strengthening the practicality of “Village BA” cultural and creative products, improving consumer experience, two-way linkage between online and offline, and expanding marketing channels.