Keywords
Cultural and Creative Products
Brand Marketing
STP Model
Anhui Museum
How to Cite
Abstract
With the integration of the cultural industry and the upgrading of consumer demand, museum cultural and creative products (CCPs) have become vital mediums connecting cultural heritage and the public. While existing studies mainly focus on national-level museums, systematic explorations into the development and brand marketing paths of regional museums' CCPs remain insufficient. Taking Anhui Museum as a case study, this paper systematically analyzes its cultural and creative product development and brand marketing strategies based on the STP (Segmentation, Targeting, and Positioning) model. It aims to explore feasible paths for regional museums to achieve sustainable development of the cultural and creative industry under resource-constrained conditions. Using a case study method, the research sorts out the museum’s collection resources, analyzes market segmentation logic, and evaluates brand operation practices, meticulously revealing Anhui Museum’s experiences and challenges in product content planning, target user matching, and brand image construction. The study shows that Anhui Museum, leveraging its rich collections, has initially established a diversified CCP system with "Cultural Memory + Aesthetic Life" as its core value proposition. By integrating online and offline communication, it has effectively expanded its brand influence. However, issues such as product innovation, refined user management, and brand system construction still require further development. This paper argues that regional museums should combine cultural connotation with market logic, improve brand strategy systems, and deepen user experience operations to achieve the dual goals of cultural inheritance and industrial development. The research provides theoretical references and practical insights for the development and brand marketing of cultural and creative products in regional museums and lays a foundation for future multi-case comparative studies and strategy optimization under the context of digital transformation.
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Copyright (c) 2025 Yushen Wang (Author)