Year: 2024
Type: article
Abstract: With the development of cultural and creative trends and creative industries, domestic museums have launched their own cultural and creative products one after another. However, after defining their cultural and creative products, museums are faced with problems of successfully marketing their developed cultural and creative products by utilizing different marketing approaches. Therefore, this paper uses the 4Ps theory and the method of comparative analysis to analyze the marketing strategy of cultural and creative products in museums. The study also chose the Forbidden City Museum in Beijing and MOMA in New York as case studies to compare and analyze the promotion and marketing strategies of cultural and creative product. Research shows that integration of products and exhibitions can promote consumers' understanding of such products that combine traditional culture and modern ideas, and that consumers are more willing to pay for such products while publicizing them.
Author: Wanyue Xu
Institution: Keuka College
Language: English
Subfield: Museology
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405591082