| A Number Of Opinions On Promoting Creative Product Development Of Cultural Heritage Units published by the State Council and Ministry of Culture in 2016 mentions the need to promote cross-border integration of cultural and creative product development nowadays.With the growth of the cultural and museum industries and the rise of brand co-branded,the museum cultural and creative industries has joined hands with enterprises to give the products deep cultural connotations based on the culture of the museum,while promoting the development of the museum with the influence of enterprises.Baoding is rich in cultural resources,and the Baoding Museum displays a long history and culture and local characteristics,but its creative industries has been developed for a short time and the products are not creative enough to make the cultural influence spread effectively.This paper takes Baoding Museum’s cultural and creative products as the research object.Firstly,it composes the concept of museums cultural and creative products and integrated marketing communication theory,and analyzes the cases of cultural and creative products co-branded by regional museums and brands.Secondly,the Baoding Museum is used as a foothold for the in-depth interpretation of the non-heritage culture,cultural relic resources and Baoding’s regional industries,and the extraction of the available cultural resources.Once again,the current situation and problems of creative product development in Baoding Museum are summarized,and consumer needs are analyzed through surveys.Finally,to conduct a study on the practice of cultural and creative design of the Baoding Museum co-branded regional industries,using the concept and method of integrated marketing communication to reorganize the relationship between cultural institutions and corporate brands with consumers as the nucleus,and design Baoding Museum co-branded regional industries cultural creative products with cultural and dissemination features. |
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