| Since the cultural and creative products of the Forbidden City（hereinafter referred to as cultural and creative products）set off a climax in the cultural and creative circles,cultural and creative products have gradually become popular in museums,libraries and other cultural institutions.However,compared with Museum cultural creation,library cultural creation is still in a backward stage.As an ocean of knowledge,with the rapid renewal and development of the times,if the library wants to attract the attention of readers all the time,it is necessary to make full use of the existing cultural resources of the library.The library itself is an important cultural institution and a sacred palace to inherit the crystallization of human wisdom.As an important carrier of library culture communication,library cultural and creative products are also an important bridge between the library and readers.In addition,among all the creative industries,the cultural and creative industry has the highest rate of return on investment.It has good market prospects,little environmental pollution,is endowed with knowledge culture,and relies on the creative derivative value chain promotion model to promote the reform of economic development model.According to relevant statistics,the cultural and creative industry is growing at a rate of 10% per year,which has exceeded the global GDP.This rate is faster in some developed countries such as the United States and Britain [1].It can be said that cultural and creative industries have developed into one of the most dynamic industries in the world economy in the 21 st century.They are the new driving force of world economic growth,the new trend of development and the strategic choice of many countries.Firstly,by investigating and studying the current situation of the development and marketing of cultural and creative products of public libraries at home and abroad,the author finds that there are many problems in the marketing process of Public Libraries in China,such as no new ideas in product development,insufficient publicity and promotion of products,lack of product brand awareness and high product pricing,Secondly,taking the National Library as an example,the author analyzes its marketing strategy and experience,and finally finds new ideas and methods for the marketing of cultural and creative products of Public Libraries in combination with the basic theory of marketing,It is intended to promote the dissemination of library cultural and creative products,promote the publicity of library image,and realize its positive significance and value. |
