Research On Scene Marketing Strategy Of Dunhuang Academy’s Culturaland Creative Products Based On SIVA Theory

In the new development pattern of high-quality development of cultural industry and promoted by digital empowerment,the form and content of people’s cultural experience and perception are constantly enriched,and their demand for spiritual culture also presents the characteristics of "high grade and high quality",which promotes the transformation and upgrading of cultural consumption from "entertainment" and "leisure" to "information" and "culture".As the media carrier of traditional culture and historical civilization,museums not only undertake the social responsibility of educating people,but also launch a series of "rooted and active" cultural creative products(hereinafter referred to as cultural innovation)with their profound cultural inspiration and creativity,combined with the technologies of The Times such as multimedia and digitalization,so as to realize IP and industrial operation.The development and popularization of media technology accelerates the arrival of scene era.Brands of various industries conduct marketing through setting up scenes,and consumers also perceive experience and produce consumption behaviors in the process of scene experience.One-way connection or two-way interactive reproduction make scene marketing an important position of marketing methods.In the 1950 s,foreign museums represented by the United States,Britain and other countries opened their gift shops and souvenir shops.In China,the Palace Museum first launched popular cultural and creative products in Taipei in 2004.In 2008,the Palace Museum established an official flagship store "Palace Museum Taobao",which set off a boom in the development of cultural and creative products in museums.Dunhuang Academy has seized the new opportunities of favorable policies and booming industry,and launched a series of creative and meaningful products.Combined with online and offline scene marketing,Dunhuang is full of vitality and vitality,providing a new path for it to enter the hearts of young people and into People’s Daily life,and creating a social atmosphere of educating people with culture.However,in the process of investigation and analysis,it was found that Dunhuang Academy’s cultural and creative products failed to give full play to the image,color and other advantages contained in their murals in the process of scene marketing,and there were problems in content form,image link and other aspects.This paper analyzes scene marketing from the perspective of matching marketing with consumers,reviews the development of cultural and creative products of Chinese museums and the current situation of scene marketing,compares the marketing strategies of cultural and creative products of museums in other countries,takes the cultural and creative products of Dunhuang Academy as the case study,combines the questionnaire and analyzes the data,and takes the SIVA marketing theory as the support.To investigate and sort out the problems existing in the scene marketing process of Dunhuang cultural and creative products.Finally,from the four aspects of SIVA theoretical solution,information,value and approach,the corresponding strategies are summarized and put forward,so as to explore the construction of scene marketing.