摘 要2014 年《国务院关于推进文化创意和设计服务于相关产业融合发展的若干意见》中，要求地方政府必须重视文化产业发展。国家发布这些相关文化产业的政策推动了大部分的博物馆拥有自己的文创产品店铺，其中我国较为典型的就是北京故宫博物院。北京故宫博物院的成功，不光是因为产品制作精良，更是因为开通了网络销售通道，设置了官方的旗舰店，使大家在网上就可以很方便的购买故宫博物院文创产品。本项目策划书旨在利用当下新兴的网络平台为沈阳故宫博物院文创产业提供营销推广策划，提高沈阳故宫博物院文创产品的销量，策划具有创意以及沈阳特色的文创产品。因此我制定了沈阳故宫博物院文创产业的营销推广策划，通过线上和线下两个方面，运营官方新媒体账号、淘宝平台的优化以及线下的宣传活动，使沈阳故宫博物院文创产业发展的更好。关键词：故宫博物院； 文创产品； 新媒体； 推广； 营销；AbstractIn 2014, the State Council issued several opinions on promoting cultural creativity and design to serve the integrated development of related industries, which required local governments to attach importance to the development of cultural industries. The policy of the state to promulgate these related cultural industries has pushed most museums to have their own shops for cultural and creative products, the most typical of which in China is the The Palace Museum. The success of The Palace Museum is due not only to its well made products, but also to the opening of an online sales channel and the setting up of an official flagship store, which makes it easy for people to buy The Palace Museum Products Online.The project plan aims to use the emerging network platform to provide marketing promotion planning for the Mukden Palace industry and to increase the sales of Mukden Palace products, planning creative and Shenyang characteristics of cultural and creative products. So I worked out a marketing plan for Mukden Palace, running an official new media account,...
