The Study On Marketing Of Campus Cultural Creative Products Of Colleges By The Example Of Hand-painted Of Lanzhou University

Creative cultural products of Universities are the carriers which promote campus culture, the idea of running a school and the appearance of the campus, and they are important ways to build an impact of universities’ brands. The marketing of creative cultural products aims at facilitating the communications between universities, promoting communications between universities and society and carrying the spirit of campus culture. The marketing can also satisfy the needs of campus creative cultural products, broadcast creative cultural products to consumers, and seize the minds of consumers.At the same time, social and economic benefits can be obtained.This text elaborates culture, from cultural products to cultural creative products and relative theories about campus cultural creative products. Through on-the-spot investigations, case analysis method and combination with McCarthy 4P theory, brand marketing strategy and 4P theory expanded by Philip Kotler,the study is on the marketing spread process of campus cultural creative products. The products are based on the unique cultural connotation of every university to create, produce and promote. Consequently it forms a creative product with its own cultural identification, which can distinguish from other cultural products.In order to have better explorations of marketing campus cultural and creative products, based on study and internship experience, we have an investigation from the geometrical center of China,Lanzhou. Firstly, follow the Silk Road- Xinjiang team westward through Dunhuang, Xinjiang and Kazakhstan to Horgos border crossings to understand the development of cultural and creative products in local colleges and universities. Secondly, according to the internship experience, learn the creative products market in Chongqing, Suzhou, Qingdao, Shenzhen, Shanghai university culture. On this basis,the paper has a preliminary analysis of the different types of cultural and creative products in colleges and universities at home and abroad. We use the hand-painted of Lanzhou University series cultural and creative productsas as a case to make a demonstration analysis and full participation in the whole process of conception, creation, marketing, communication.This study focuses on analyzing the cultural attributes, creative resources, marketing communication strategy of campus cultural and creative products. It is an attempt to provide some methods and ideas, which can better spread the spirit of campus culture, achieve social and economic benefits and so on for campus cultural and creative products.