“故宫淘宝”文创产品的市场营销策略分析【摘要】随着当今互联网的高速发展，人们开始追求精神层面的丰富的同时购买习惯和方式也发生了巨大的变化。“故宫淘宝”文创产品的成功营销赢得了大众的关注和认可的同时也面临着许多问题：目标人群针对性不够，文创产品没有形成多样化、售后服务不够周全，产品质量有待提高等。本文运用了文献资料法、调查问卷法等，对“故宫淘宝”的营销现状进行研究，运用 SWOT 模型等经典理论分析了“故宫淘宝”文创产品的营销环境，借鉴他们研究分析的基础上，探讨了当前形势下“故宫淘宝”文创产品的营销现状。运用 4C 营销理论框架总结分析了“故宫淘宝”文创产品存在的问题，以及可取的相对应的营销策略，使其增强可持续发展的能力。【关键词】营销策略；故宫淘宝；文创产品注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级企业）科研项目，项目编号为： 。Analysis of the marketing strategy of the “Forbidden City TaoBao” cultural and creative products[abstract] With the rapid growth of the Internet today, people are seeking spiritual enrichment while buying habits and ways have changed dramatically. While the successful marketing of the "Forbidden City Taobao" cultural and creative products has won the attention and recognition of the public, it also faces many problems: the target group is not targeted enough, the cultural and creative products are not diversified, the after-sales service is not comprehensive enough, the product quality needs to be improved.This paper uses the documentary method, questionnaire method, etc. to study the marketing status of the Taobao of the Forbidden City, analyzes the marketing environment of the cultural and creative products of the Taobao of the Forbidden City using classical theories such as SWOT model, and explores the marketing status of the cultural and creative products of the Taobao of the Forbidden City under the current situation based on their research and analysi...
