Analysis of Marketing Strategy of Cultural and Creative Products of Museums

DOI

10.2991/978-94-6463-770-0_62How to use a DOI?

Keywords

museums’ cultural and creative products; the British Museum; the Palace Museum; 4V marketing theory; consumers’ purchase intention

Abstract

As a major venue for cultural dissemination, museums are responding to the market trend by integrating their collections’ resources to launch cultural and creative products. Based on the 4V marketing theory, this thesis discusses consumers’ purchase intention for museums’ cultural and creative products using the marketing strategies of the British Museum and the Palace Museum as case studies. An online questionnaire was used to collect consumers’ demographic information, purchase intention, and comments on the museums’ cultural and creative products. In terms of data collation, survey results of descriptive analysis, reliability analysis, and validity analysis were carried out by SPSS software. Finally, the feasible suggestions for domestic museums’ cultural and creative products are put forward to further motivate customers’ positive purchases and promote the development of museums’ cultural and creative products.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ze Tan
AU  - Yongqi Liu
PY  - 2025
DA  - 2025/06/26
TI  - Analysis of Marketing Strategy of Cultural and Creative Products of Museums
BT  - Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025)
PB  - Atlantis Press
SP  - 553
EP  - 559
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-770-0_62
DO  - 10.2991/978-94-6463-770-0_62
ID  - Tan2025
ER  -