摘要
运用4C营销理论指导档案文创产品开发具有一定的理论基础和模式优势.以4C营销理论指导实践有助于开发者立足消费者视角,瞄准"同质化"痛点,拓宽开发思维,通过多路径提升档案文创产品价值.文章基于4C营销理论,调研当前档案文创产品开发存在的问题,并提出构建以消费需求为导向,整合成本、便利、沟通因素同步发力的全新开发模式,即档案文创产品开发应强化需求导向、走出"低成本开发"误区、聚焦消费便利、构建多向沟通模式,提升档案文创产品开发的精准度、区分度、温度和与公众沟通的融合度,以推动档案文创产品实现"出圈",持续优化档案文化传播效果.
Abstract
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.
维普
万方数据