河南博物院文创产品网络营销路径研究
Research on the Online Marketing Path of Cultural and Creative Products of Henan Museum

博物馆文创产品是近些年来博物馆进行营销宣传过程中不可或缺的一部分。优秀的文创产品既可以给博物馆带来良好的经济效益，又可以加大对博物馆藏品的宣传力度。河南博物院作为国内九大博物馆之一，丰富优质的藏品更需要好的网络营销手段来进一步扩大其知名度。本文深入分析了河南博物院文创产品营销具有的优势，主要包括开拓线上小程序、研发出盲盒式文创产品、数字化产品和推出系列产品来进行多角度营销等方面的优势。与此同时仍然面临产品种类覆盖面积小、营销渠道单一、产品形象定位不明确和消费者需求认知不明晰等问题。基于此，通过优化搜索引擎模式、采用线上渠道加大营销宣传力度，并利用AISAS模型进行活动宣传设计的网络营销策略，从而达到增强河南博物院文创产品的影响力和经济效益的目的。
Museum cultural and creative products are an indispensable part of the marketing and publicity process of museums in recent years. Excellent cultural and creative products can not only bring good economic benefits to museums, but also increase the publicity of museum collections. As one of the nine major museums in China, Henan Museum, with its rich and high-quality collections, needs good online marketing tools to further expand its popularity. This paper analyzes the advantages of the marketing of cultural and creative products of Henan Museum, mainly including the advantages of opening up online small programs, developing blind-box cultural and creative products, digitizing products and launching series of products for multi-angle marketing. At the same time, it still faces the problems of small coverage area of product categories, single marketing channel, unclear positioning of product image and unclear recognition of consumer demand. Based on this, the online marketing strategy, which involves optimizing search engine models, intensifying marketing efforts through online channels, and utilizing the AISAS model for event promotion design, aims to enhance the influence and economic benefits of Henan Museum’s cultural and creative products.