JHASS

Article http://dx.doi.org/10.26855/jhass.2024.03.019

Innovation in Marketing Strategies for Museum Cultural and Creative Products Under New Consumer Demand

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Lanxiang Yang*, Erli Huang

Shanghai Business School, Shanghai, China.

*Corresponding author: Lanxiang Yang

Published: April 19,2024

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.

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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 Science8(3), 667-672.

DOI: http://dx.doi.org/10.26855/jhass.2024.03.019