| The report to the 20 th National Congress of the Communist Party of China called for the prosperity and development of cultural programs and industries,a people-centered approach to creation,more excellent works that enhance the spiritual strength of the people,a better modern public cultural service system,and a strategy to promote major cultural industry projects.This provides us with fundamental guidelines and actions to do a good job in the cultural and creative industries in the new era and the new journey.As an important information resource and cultural resource,the development and promotion of archival cultural and creative products has been widely concerned by the archival circle,and the development of archival cultural and creative products has become a necessary trend.The advent of the era of digital economy provides new ideas and methods for the marketing of archival cultural and creative products.It not only broadens the marketing channels,but also enhances the communication and exchange with consumers,making archival cultural and creative products more attractive and easier for consumers to accept and buy.It analyses the marketing status of our archival cultural products,and puts forward the marketing strategies of archival cultural products under the background of digital economy,which is conducive to the publicity and promotion of archival culture,and promotes the development of creative fields of our archival culture.This paper first describes the research background and the significance of the topic,analyzes the domestic and foreign research status and results related to this paper and makes a comprehensive comment,and then states the research methods and ideas adopted in this paper,introduces the theoretical basis and the definition of related concepts used in the marketing strategy of archival creative products.Secondly,by browsing the archives’ official website,wechat public platform,Weibo and news website,the author analyzed the current marketing activities of the archival cultural and creative products in 34 provincial national comprehensive archives from three aspects:the development,operation and promotion of the archival cultural and creative products.In addition,the Silk Archives of China,the Palace Museum in Beijing and the National Library of China are selected as objects for comparative analysis from the development,sales and promotion of cultural and creative products.In the process of investigation,problems in the marketing process of archival cultural and creative products were found,including low enthusiasm for developing cultural and creative products,serious homogeneity of cultural and creative products,poor online marketing channels,insufficient publicity and promotion,and weak marketing awareness.Then it introduces the marketing principles and marketing model innovation of archival creative products in digital economy era.Then,4C marketing theory and STP theory are used to put forward marketing optimization strategies from the four aspects of consumers,cost,convenience and communication,and specific measures such as developing diversified archival cultural and creative products,accurately positioning the target users of archival cultural and creative products,carrying out precision marketing,timely releasing information of cultural and creative products,providing quality services and establishing effective two-way communication are proposed.In addition,it provides guarantee for the marketing of archival cultural and creative products by optimizing the policy environment,changing ideas,establishing professional cultural and creative team and strengthening the application of technology.Finally,it summarizes the research content of the full paper. |
