Research On Marketing Strategy Optimization Of H Museum Cultural And Creative Products

Taking the research on marketing strategy optimization of H Museum cultural and creative products as the topic for research and discussion.In recent years,although the marketing methods of museum industry are developing constantly,there are still some shortcomings in the in-depth development and rational application of marketing mix theory.Therefore,the research on marketing mix of museums in China needs to be paid attention to.Especially for H Museum,as a national museum with rich cultural heritage and rich cultural resources,its cultural and creative product marketing strategy lags far behind its development needs.In order to solve the marketing dilemma of cultural and creative products in H Museum,firstly,the author uses literature research and case analysis to analyze the marketing situation of H Museum,then the author knows consumers’ preferences on the purchase tendency,and guides the existing problems.Secondly,based on PEST analysis,the author analyzes the macro-environment from the aspects of politics,economy,society and technology,and further analyzes the marketing environment of cultural and creative products of H Museum in an all-round way,in combination with the micro-environment.Through the collection of questionnaire data,this paper focuses on consumers’ considerations when purchasing cultural and creative products and suggestions on cultural and creative products of H Museum,and applies these data to brake the marketing mix strategy of cultural and creative products of H Museum.Next,combining the marketing environment and the contents of the questionnaire,the author uses SWOT analysis to analyze the strengths,weaknesses,opportunities and threats of cultural and creative products of H Museum.Lastly,through the analysis of the cultural and creative products of H Museum,the author comprehensively applies the 4I marketing mix theory,and sums up the marketing mix optimization strategy suitable for the current development of cultural and creative products of H Museum.It is showed in the research results that the marketing of museum cultural and creative products under the background of “Internet+” should fully explore the cultural resources of H Museum,focus on the target consumer groups,and strive to build the brand of cultural and creative products of H Museum on the basis of government support,improvement of its own system and sufficient human resources support.In marketing,we should broaden diversified marketing channels,put emphasis on the use of marketing methods and create a good marketing environment;improve the copyright authorization system and process,attach importance to the alliance with cooperative developers,try to establish regional museum cultural and creative store alliances and R＆D alliances,and establish a complete sales network in the process of marketization.It is suggested to applying 4I marketing mix theory to the marketing of cultural and creative products of H Museum.This paper puts forward constructive suggestions for the optimization and innovation of marketing mix strategy of H Museum under the background of “Internet+”,and also provides some new ideas and methods for other museums to formulate marketing strategies.