本文运用文献研究法、比较分析法、问卷调查法，介绍了广东省博物馆文创 产品网络营销的现状及存在的问题，分析出广东省博物馆在开展网络营销过程中 所存在的问题，具体包括：销售渠道单一；传播兴趣不足且互动性不强；文创产 品品类少且个性化未凸显；百万粉丝用户购买转化率低等四个问题。 针对这些问题，笔者运用PEST，SWOT分析工具，对广东省博物馆文创产 品所处的网络营销环境进行了必要性分析和优劣势分析。同时，运用STP分析 工具，对广东省博物馆文创产品的网络市场定位和目标市场进行了战略分析。 结合4I营销理论，笔者提出了广东省博物馆文创产品网络营销应该以意见 领袖为核心的趣味内容传播的策略；以广东老字号品牌IP跨界营销的利益策略； 基于“短视频引流，直播带货”的新渠道的互动策略；基于真人秀节目与文创众 筹的个性策略。笔者希望，通过该研究，能为国内其他博物馆提供可借鉴的范例， 为更多优秀的历史文化传承注入新的活力，有助于指导今后的其他博物馆文创产 品网络营销发展。 关键词：博物馆；文创产品；4I网络营销 III LISTOFABBREVIATIONS CNY:ChinaYuan GDP:GrossDomesticProduct PEST:Political,Economic,Social,andTechnological R&D:Research&Development SWOT:Strength,Weaknesses,Opportunities,andThreats 4P:Products,Prices,Place,Promotions 4I:Interesting、Interests、Interaction、Individuality IV TABLEOFCONTENTS ABSTRACT....................................................................................................................I 摘要...............................................................................................................................II LISTOFABBREVIATIONS.......................................................................................III TABLEOFCONTENTS.............................................................................................IV 目录..............................................................................................................................VI LISTOFTABLES......................................................................................................VII 表目录..........................................................................................................................IX LISTOFFIGURES.......................................................................................................X 图目录..........................................................................................................................XI 1Introduction............................................................................................................1 1.1Researchsignificance........................................................................................1 1.2ContentandframeofResearch.........................................................................3 1.3MethodsofResearch.........................................................................................4 2LiteratureReview...................................................................................................7 2.1CulturalandCreativeIndustriesandProducts..................................................7 2.2Marketingtheory...............................................................................................9 2.2.14PMarketingTheory..................................................................................9 2.2.24IMarketingTheory..................................................................................9 2.2.3STPTheory...............................................................................................11 2.3Literaturereview.............................................................................................13 3CaseIntroduction.................................................................................................18 3.1Thedevelopmentofculturalandcreativeproducts........................................18 3.2BackgroundIntroductionofGuangdongMuseum..........................................19 3.3Thecurrentsituationandproblems.................................................................21 4CaseAnalysis......................................................................................................33 4.1StrategicAnalysisofenvironmentandtargetmarket.....................................33 V 4.1.1PESTanalysis...........................................................................................33 4.1.2SWOTAnalysis........................................................................................36 4.1.3STPanalysis.............................................................................................43 4.2MarketingStrategy..........................................................................................49 4.2.14Istrategy.................................................................................................49 4.2.1Interestingstrategy...................................................................................55 4.2.2Profitstrategy...........................................................................................58 4.2.3Interactivestrategy...................................................................................60 4.2.4Personalitystrategy..................................................................................62 5ConclusionandResearchProspects...................................................................64 5.1Conclusion.......................................................................................................64 5.2Otherproblemsthatneedfurtherresearch......................................................64 6REFERENCE.......................................................................................................66 VI 目录 ABSTRACT....................................................................................................................I 摘要...............................................................................................................................II LISTOFABBREVIATIONS.......................................................................................III TABLEOFCONTENTS.............................................................................................IV 目录..............................................................................................................................VI LISTOFTABLES.....................................................................................................VIII 表目录..........................................................................................................................IX LISTOFFIGURES.......................................................................................................X 图目录..........................................................................................................................XI 1引言..........................................................................................................................1 1.1研究意义...........................................................................................................1 1.2研究内容与框架...............................................................................................3 1.3研究方法...........................................................................................................4 2文献综述..................................................................................................................7 2.1文化创意产业与文化创意产品.......................................................................7 2.2营销理论...........................................................................................................9 2.2.14P营销理论..................................................................................................9 2.2.24I营销理论..................................................................................................9 2.2.3STP理论......................................................................................................11 2.3研究现状........................................................................................................13 3案例描述.........................................