Analysis of Marketing Strategy of Cultural and Creative Products of Museums

Ze Tan () and Yongqi Liu ()
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Ze Tan: Guangzhou Xinhua University, School of Foreign Language
Yongqi Liu: Guangzhou Xinhua University, School of Foreign Language

A chapter in Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025), 2025, pp 553-559 from Springer

Abstract: 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.

Keywords: museums’ cultural and creative products; the British Museum; the Palace Museum; 4V marketing theory; consumers’ purchase intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-770-0_62

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