新媒体视野下的博物馆文创营销策略研究

Problems such as the outdated marketing model, short of communication with consumers, homogenization of product design, and lack of online and offline interaction have been observed in the practices of cultural products development of museums in China. In order to survive and develop better in this "Internet + Museum" age, museums need to change their marketing strategies for cultural products. The new marketing strategy shall put consumers at its core. Community marketing shall be carried out and a differentiated brand image comprising cultural symbols needs to be built. It is also suggested that the"O2O+SoLoMo"model shall be adopted to improve user experiences. With these changes, the artistic, cultural and eco-nomic values of museums’ cultural products can be better realized and the cultural industry better developed.