Study on the Marketing Mode of Cultural and Creative Products of the Palace Museum

Abstract

The sales of cultural and creative products of the Palace Museum have increased sharply in a short period of time since they became popular. As a new direction of museum development, how to develop and operate culture creation products well has become an important topic of museum construction. This paper takes cultural and creative products of the Palace Museum as the research object, using the methods of literature research, case study and questionnaire survey. Through the research on the development status and marketing mode of cultural and creative products of the Palace Museum, the problems in the marketing strategy and profit model of which are found, and the countermeasures and suggestions are given from different angles. The purpose of this study is to provide some theoretical guidance for the development and marketing of cultural products in the Palace Museum and other museums.