三星堆文创产品营销策略研究

Research on Marketing Strategy of Sanxingdui Cultural and Creative Products

三星堆文创产品逐渐进入了大众视野,在微博、抖音各个新媒体平台引起了大众关注,在文创产业领域取得了可观的成绩。本文使用文献分析法和个案研究法,以三星堆文创产品为研究对象,结合三星堆文创产品的营销策略,分析其营销成功之处,得出三星堆文创产品通过以文化内涵为重点、塑造品牌形象;营造文化认同,提炼产品卖点;紧跟热点,借势营销;借用潮流,创新营销;直播云游,创意营销;文化彩妆,时尚营销;利用话题,增加曝光;多方渠道,平台营销,使三星堆文创产品营销获得了良好绩效,同时提高了三星堆文创产品的认知度、知名度。

Sanxingdui cultural and creative products have gradually entered the public’s field of vision, attracting public attention on new media platforms such as Weibo and Douyin, and making considerable achievements in the field of cultural and creative industry. This paper uses literature analysis method and case study method, takes Sanxingdui cultural and creative products as the research object, combines the marketing strategy of Sanxingdui cultural and creative products, analyzes its marketing successes, and concludes that Sanxingdui cultural and creative products build brand image by focusing on cultural connotation;Create cultural identity, refine product selling points: follow hot spots, take advantage of marketing;borrow tide, innovate marketing;live streaming cloud travel, creative marketing;cultural makeup, fashion marketing;use the topic, increase exposure;multiple channels, platform marketing, so that Sanxingdui cultural and creative product marketing has achieved good performance, and has also improved the awareness and popularity of Sanxingdui cultural and creative products.