基于SWOT分析的河南博物院文创营销策略研究
Research on the Cultural and Creative Marketing Strategy of Henan Museum Based on SWOT Analysis

本文以河南博物院文创产品为研究对象，采用SWOT分析方法，对其发展现状进行分析。研究发现，河南博物院文创产品拥有丰富的文化资源、创新的设计理念和品牌建设基础，但同时也面临着品牌知名度不足、市场渗透力有限、社交媒体宣传效果不佳、产品缺乏系列性等挑战。本文基于SWOT分析结果，提出了跨界协同、系列化创新、新媒体营销、数字化赋能等营销策略建议，以期为河南博物院文创产品的可持续发展提供参考。
This paper takes the cultural and creative products of Henan Museum as the research object, and uses SWOT analysis method to analyze its marketing strategy. The study found that Henan Museum’s cultural and creative products have rich cultural resources, innovative design concepts and brand building foundations, but they also face challenges such as insufficient brand awareness, limited market penetration, poor social media publicity, and lack of series of products. Based on the results of SWOT analysis, this paper puts forward marketing strategies such as cross-border collaboration, serial innovation, new media marketing, and digital empowerment, in order to provide reference for the sustainable development of cultural and creative products of Henan Museum.