JHASS
Innovation in Marketing Strategies for Museum Cultural and Creative Products Under New Consumer Demand
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Abstract
To explore marketing innovation strategies for museum cultural and creative products in response to new consumer demands, this article selects "Qingming Shanghe Tu" related cultural and creative products as research cases. The research involves analyzing the current market through online surveys and offline consumer purchasing behavior. Improvement strategies are proposed from five dimensions based on the AISAS marketing model. Through empirical analysis, it is concluded that buyers expect to see the practical significance of urban culture in the practicality and connotation of cultural and creative products. Based on the above viewpoints, this article explores the transformation of the marketing model of museum cultural and creative products in response to new consumer demands. Combining market consumption data and user research, we can draw a series of conclusions. As practitioners, we can enhance the research and development efforts of cultural and creative design in our future work. This will open up new ideas for innovative marketing of cultural and creative products.
References
Chuwei Z, Yueli Z. Consumers' Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales: An Exploratory Research Based on Grounded Theory [J]. Asian Agricultural Research, 2021, 13.
Li Z, Shu S, Shao J, et al. Innovative or Not? The Effects of Consumer Perceived Value on Purchase Intentions for the Palace Museum's Cultural and Creative Products [J]. Sustainability, 2021, 13(4):2412.
Lin M, Meng Z, Luo C. Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization [J]. Frontiers in Psychology, 2022, 13:881957.
Yinping L. 'New Charm of Collection' Virtual Exhibition of Cultural and Creative Products for Chinese New Year: Interpreting Tradition with Creativity [J]. Cultural Exchange Between China and Foreign Countries, 2021(3):34-35.
Zhang, C Z. Consumers' Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales: An Exploratory Research Based on Grounded Theory [J]. Asian Agricultural Research, 2021, 13(1):21-26, 31.
How to cite this paper
Innovation in Marketing Strategies for Museum Cultural and Creative Products Under New Consumer Demand
How to cite this paper: Lanxiang Yang, Erli Huang. (2024) Innovation in Marketing Strategies for Museum Cultural and Creative Products Under New Consumer Demand. Journal of Humanities, Arts and Social Science, 8(3), 667-672.
DOI: http://dx.doi.org/10.26855/jhass.2024.03.019
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