北京故宫博物院文创产品营销策略分析
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | Chinese (Simplified) |
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Pages (from-to) | 55-58 |
Journal / Publication | 质量与市场 |
Volume | 2020年 |
Issue number | 17 (总第 268) |
Publication status | Published - 10 Sept 2020 |
Link(s)
Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(8018cb0b-6c96-4481-b9a0-f83e6f955174).html |
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Abstract
北京故宫作为博物馆的典型代表,其营销策略存在许多独特的地方。本文主要分析故宫博物院在文创产品营销方面的策略,运用PEST模型分析故宫博物院的营销环境,运用4P理论分析故宫的文化创意产品营销策略,根据问卷调查结果,分析故宫博物院营销策略的优劣,并提出相关建议。
Research Area(s)
- 北京故宫博物院, 文创产品, 营销策略
Bibliographic Note
Full text of this publication does not contain sufficient affiliation information. The Research Unit(s) information for this record is based on the then academic department affiliation of the author(s).