古镇艺术文创产品营销现状与策略研究——以青岩古镇为例

Research on the Current Situation and Strategies of Art and Cultural Creative Product Marketing in Ancient Towns—Taking Qingyan Ancient Town as an Example

随着文化产业的蓬勃发展,市场竞争逐渐激烈。为了提升青岩古镇文创产品的竞争力,本次研究以实地调查法和访谈法对青岩古镇艺术文创产品营销的情况进行了调查。调查结果显示,青岩古镇艺术文创产品营销存在产品开发同质化、产品内涵与青岩文化联系待提高、网络渠道利用不充分、工作人员缺少专业性等问题,基于此,本文提出了要积极举办相关培训活动、深挖本土文化、丰富线上售卖渠道、增加产品创新性等改进建议。With the vigorous development of the cultural industry, the market competition is gradually fierce. In order to enhance the competitiveness of cultural and creative products in Qingyan Ancient Town, this study investigated the marketing of artistic and cultural creative products in Qingyan Ancient Town by means of field investigation and interview. The survey results show that there are some problems in the marketing of art and cultural and creative products in Qingyan Ancient Town, such as the homogenization of product development, the need to improve the connection between product connotation and Qingyan culture, the insufficient use of network channels, and the lack of professionalism of staff. Based on this, this article proposes improvement suggestions such as actively organizing relevant training activities, deepening local culture, enriching online sales channels, and increasing product innovation.