高校文化创意产品设计与营销的策略

Strategy of College Cultural Creative Product Design and Marketing

高校文化创意产品是传播校园文化精神和显现校史文化的重要媒介,是重塑品牌影响力的重要载体;其营销模式主要有实体店直销模式、定制营销模式和创意集市营销模式。根据受众对象分析可设计不同的文化创意产品系列,从营销模式创新、设计过程创新和设计领域创新三方面论述校园文化创意产品的设计与营销。

University cultural and creative products are important media for disseminating the spirit of campus culture and accumulating the history and culture of the school, and important carriers for reshaping the influence of the brand. There are three main marketing modes for these products: physical store direct sales model, customized marketing model and creative market marketing model. We can design different series of cultural and creative products according to different audiences. This paper focuses on the innovation research from three aspects: marketing model innovation, design process innovation and design field innovation.