The cultural and creative products of public libraries are faced with the severe reality that homoge-nized products are in excess and the market competitiveness is weak.Back to the present situation of the theoretical research on the marketing of cultural creative products in public libraries,the author thinks that the marketing link ig-nores the general law of market economy.Based on the STP theory of marketing,the paper expounds the applicability and practical significance of the marketing of library cultural and creative products to the theory,and puts forward three marketing ideas.The marketing path of public library cultural and creative products is planned from five aspects:market demand research,consumer group portrait,differentiated IP creation,communication media,and cultural and tourism integration.
关键词
STP理论/公共图书馆/文化创意产品/营销
Key words
STP theory/Public libraries/Cultural and creative products/Marketing
维普
万方数据