近年来,随着国家政策的支持与文化消费需求的增长,博物馆文创产业蓬勃发展,成为传播传统文化的重要途径。作为其中的典范,故宫文创以其创新的营销方式和深厚的文化内涵备受瞩目。本文以故宫文创产品为主要研究对象,运用AISAS模型从吸引...近年来,随着国家政策的支持与文化消费需求的增长,博物馆文创产业蓬勃发展,成为传播传统文化的重要途径。作为其中的典范,故宫文创以其创新的营销方式和深厚的文化内涵备受瞩目。本文以故宫文创产品为主要研究对象,运用AISAS模型从吸引消费者关注、激发兴趣、优化搜索、促进购买,以及鼓励分享传播五个方面,对故宫文创的营销方式进行分析。研究发现,故宫文创通过数字化平台提升品牌曝光率,利用文化故事与创新设计激发消费者共鸣,优化搜索引擎增强信息获取便捷性,优化用户体验以及通过社交媒体互动扩大影响力等方面,取得了较好的成效。但同时也存在着产品同质化、产品定价不合理、新技术运用不足等问题。由此提出要加强创新力度,合理分级定价并引入会员制度,通过科技赋能推动文创持续发展等建议。In recent years, with the support of national policies and the growth of cultural consumption demand, the cultural and creative industry of museums has flourished and has become an important way to disseminate traditional culture. As a model of this, the Palace Museum has attracted attention for its innovative marketing methods and profound cultural connotations. This paper takes the cultural and creative products of the Palace Museum as the main research object, and uses the AISAS model to analyze the marketing methods of the Palace Museum from five aspects: attracting consumers’ attention, stimulating interest, optimizing search, promoting purchase, and encouraging sharing and communication. The study found that the Palace Museum has achieved good results in enhancing brand exposure through digital platforms, using cultural stories and innovative design to stimulate consumer resonance, optimizing search engines to enhance the convenience of information access, optimizing user experience, and expanding influence through social media interaction. However, at the same time, there are also problems, such as product homogeneity, unreasonable product pricing, and insufficient use of new technologies. Therefore, it is proposed to strengthen innovation, reasonable hierarchical pricing, introduce a membership system, and promote the sustainable development of cultural and creative industries through scientific and technological empowerment.展开更多
文摘近年来,随着国家政策的支持与文化消费需求的增长,博物馆文创产业蓬勃发展,成为传播传统文化的重要途径。作为其中的典范,故宫文创以其创新的营销方式和深厚的文化内涵备受瞩目。本文以故宫文创产品为主要研究对象,运用AISAS模型从吸引消费者关注、激发兴趣、优化搜索、促进购买,以及鼓励分享传播五个方面,对故宫文创的营销方式进行分析。研究发现,故宫文创通过数字化平台提升品牌曝光率,利用文化故事与创新设计激发消费者共鸣,优化搜索引擎增强信息获取便捷性,优化用户体验以及通过社交媒体互动扩大影响力等方面,取得了较好的成效。但同时也存在着产品同质化、产品定价不合理、新技术运用不足等问题。由此提出要加强创新力度,合理分级定价并引入会员制度,通过科技赋能推动文创持续发展等建议。In recent years, with the support of national policies and the growth of cultural consumption demand, the cultural and creative industry of museums has flourished and has become an important way to disseminate traditional culture. As a model of this, the Palace Museum has attracted attention for its innovative marketing methods and profound cultural connotations. This paper takes the cultural and creative products of the Palace Museum as the main research object, and uses the AISAS model to analyze the marketing methods of the Palace Museum from five aspects: attracting consumers’ attention, stimulating interest, optimizing search, promoting purchase, and encouraging sharing and communication. The study found that the Palace Museum has achieved good results in enhancing brand exposure through digital platforms, using cultural stories and innovative design to stimulate consumer resonance, optimizing search engines to enhance the convenience of information access, optimizing user experience, and expanding influence through social media interaction. However, at the same time, there are also problems, such as product homogeneity, unreasonable product pricing, and insufficient use of new technologies. Therefore, it is proposed to strengthen innovation, reasonable hierarchical pricing, introduce a membership system, and promote the sustainable development of cultural and creative industries through scientific and technological empowerment.
