With the formation of homogeneous market pattern of museum cultural and creative commodities,it is necessary to find market opportunities in the commercial"red sea"by developing differentiated brand marketing strategies.The study aims to explore the differentiated marketing strategies of the museum's cultural and creative commodities through a deeper understanding of consumers'motivations and consumption psychology.Based on this,the study used user interviews to collect data from 41 consumers and 7 cultural and creative merchandise markets.The results of the study show that consumers'consumption behaviour in purchasing cultural and creative commodities is often influenced by the design communication of cultural and creative commodities,consumption scenarios,commodity materials,aesthetic value and brand design.Based on this,the study concludes that product differentiation competitiveness can be improved by defining design elements with differentiation,creating internal and external consumer atmosphere in flagship shops,focusing on product surface treatment and tactile design,extending the value of brand culture of cultural and creative commodities,and launching timely and accurate marketing activities.The results of the study will be helpful in providing suggestions to the museum's cultural and creative merchandise marketing department on differentiated marketing strategies for cultural and creative merchandise.
万方数据