基于 AISAS 模型的故宫淘宝营销策略分析【摘要】近年来，我国博物馆文创产品有了巨大的进步，其中故宫博物院下属的故宫淘宝以其独特的产品创意和营销方式取得非常可观的成绩，已然成为了我国博物馆文创产品开发和营销的典范。随着行业竞争愈演愈烈，提高文创产品营销决策的科学性，实施准确的博物馆文创产品营销策略，有助于企业在竞争中脱颖而出。精准地运用市场营销的理论和手段，制定出相应的营销策略，已成为博物馆文创产品营销的关键。本篇通过文献研究以及调查研究的方式，以我国故宫淘宝的营销策略为例，运用 AISAS 模型浅析其营销策略，总结其在营销过程中存在的问题，目的是通过对故宫淘宝文创产品营销策略的分析，能够为其未来发展之路提出建设性意见，也为其他博物馆提供借鉴的蓝本。【关键词】博物馆；文创产品；营销策略分析；市场营销Analysis of GugongTaobao Marketing Strategy Based On AISAS Model[Abstract] The cultural and creative products of Chinese museums have made great progress over the years. Among them, “GugongTaobao” which belong to the Palace Museum has achieved remarkable results with its mode of marketing. Nowadays, the Palace Museum has become a model of Chinese museums on product innovation and marketing. As industry competition intensifies, improving the scientificity of marketing decisions for cultural and creative product and implementing marketing mode accurately will help companies stand out from the competition. Using marketing theories and methods accurately to formulate corresponding marketing strategies become the key to the marketing of museum cultural and creative product.This article takes the marketing strategy of the cultural and creative products of GugongTaobao in China as an example, through consulting materials, analyzing cases, etc. to analyze its marketing strategy by using AISAS model, and summarizes the problems in the marketing process. The analysis of the strategy can provide constructive suggestions for its...
