Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)

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From Museum to Cultural IP: An Analysis of the Palace Museum’s Cultural and Creative Products Based on The Marketing Theory of 4Ps

Authors
Jingyi Hu1, *
1Taofen School of Journalism and Communication, East China University of Political Science and Law, 201620, Shanghai, China
*Corresponding author. Email: 23062301008@ecupl.edu.cn
Corresponding Author
Jingyi Hu
Available Online 26 February 2026.
DOI
10.2991/978-2-38476-541-6_23How to use a DOI?
Keywords
Marketing; 4Ps; Cultural and Creative Products; Cultural and Creative Industry; Cultural Institutions
Abstract

As the development of building a flourishing culture in China progresses, designing and developing cultural and creative products is playing an increasingly important role in Chinese cultural institutions. In recent years, Chinese museums have made significant progress in designing, developing, and selling cultural and creative products. Cultural institutions have enhanced their economic benefits while promoting China’s outstanding traditional culture. This paper takes the cultural and creative products from the Palace Museum, a prime example of successful cultural and creative products among Chinese cultural institutions, as its case study. Employing literature analysis and theoretical analysis, this study conducts an in-depth analysis of marketing strategies for cultural and creative products developed by museums. The study aims to provide theoretical underpinnings and practical guidance for the future development of such products, thereby assisting traditional cultural institutions in their transformation, promoting sustainable development of the cultural and creative industry, and strengthening national cultural outreach.

Copyright
© 2026 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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Volume Title
Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 February 2026
ISBN
978-2-38476-541-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-541-6_23How to use a DOI?
Copyright
© 2026 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.

Cite this article

risenwbib
TY  - CONF
AU  - Jingyi Hu
PY  - 2026
DA  - 2026/02/26
TI  - From Museum to Cultural IP: An Analysis of the Palace Museum’s Cultural and Creative Products Based on The Marketing Theory of 4Ps
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 195
EP  - 203
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_23
DO  - 10.2991/978-2-38476-541-6_23
ID  - Hu2026
ER  -