Research on the Development Strategy of Archival Cultural Creative Products Based on 4C Marketing Theory
The application of 4C marketing theory to guide the development of archival cultural and creative products has certain theoretical basis and model advantages.Using 4C marketing theory to guide the practice helps developers to base on the perspective of consumers,aim at the obstacle of"homogenization",broaden the development thinking,and enhance the value of archive cultural and creative products through multiple paths.Based on 4C marketing theory,the article investigates the problems existing in the development of archival creative products,and proposes to build a new development mode oriented by consumer demands and integrating cost,convenience and communication factors.That is,the development of archival creative products should strengthen demand orientation,get out of the misunderstanding of"low-cost development",focus on consumer convenience,and build a multidimensional communication mode,so as to enhance the precision,differentiation,humanistic care,and integration of archival creative products with public communication,in order to promote the popularity of archival creative products and turn them into a hit,and continuously optimize the effect of archival cultural communication.
Archival Cultural Creative Products4C Marketing TheoryDevelopment Strategy
万方数据
维普
