摘要
在“互联网+”的大背景下,博物馆文创产品营销模式逐渐产生了区别于传统实体营销的线上模式,网络平台的文创产品营销越来越受到关注。以淘宝网为例,通过分析故宫博物院等10家博物馆在淘宝、天猫开设的16家网店数据及运营情况,探讨博物馆文创产品线上营销的模式及特点。
With the continuous development of museums in China,cultural and creative industry of museums has ushered in a new development peak.Under the background of"Internet plus",the sales of cultural and creative products of museums have gradually produced an online model different from the traditional physical sales,and the marketing of cultural and creative products on network platforms has attracted more and more attention.Taking as an example,this paper analyzes the data and operation of 16 online stores opened by 10 museums including the Palace Museum on Taobao and Tmall,and discusses the modes and characteristics of online marketing of museum cultural creative products.
出处
《科学教育与博物馆》
2022年第6期40-47,共8页
Science Education and Museums
关键词
博物馆文创
线上营销
淘宝网
Museum cultural creative products
Online marketing
Taobao
