摘要
档案文创产品及其相关文化产业的发展在近年来档案学理论和实践领域逐渐成为关注的热点之一,探讨档案文创产品的发展路径有着较强的实践意义和现实需求。4P营销理论是从档案职能部门、设计者角度去开发文创产品。4R理论核心是关系营销,研究重点是消费者和产品提供者即用户和档案部门之间的交互因素。通过二者的结合既可以有效整合内外资源,充分发挥职能部门的作用,又能快速响应消费者需求,不断发挥消费者的积极性和创造力,在竞争中实现互动和双赢。因此在文创产品的推广过程中,要转变服务思路,加强队伍建设;树立品牌形象,重视设计研发;加强公众能动,拓宽宣传渠道;合理分配报酬,构建评价体系。
The development of archives cultural and creative products and related cultural industries has gradually become one of the hotspots in the field of archives theory and practice in recent years. It has strong practical significance and practical needs to explore the development path of archives cultural and creative products.4 P marketing theory is to develop cultural and creative products from the perspective of archives functional departments and designers. The core of 4 R theory is relationship marketing, and the research focus is on the interaction factors between consumers and product providers, that is, users and archives departments. The combination of the two can not only effectively integrate internal and external resources, give full play to the role of functional departments, but also quickly respond to consumer needs, continue to give play to consumers’ enthusiasm and creativity, and achieve interaction and a win-win situation in competition. Therefore, in the promotion of cultural and creative products, it is necessary to change service thinking and strengthen team building;establish brand image, attach importance to design and research and development;strengthen public initiative, broaden publicity channels;rationally allocate remuneration and build an evaluation system.
作者
贾文溪
JIA Wen-xi(General Office,Shijiazhuang University,Shijiazhuang,Hebei 050035,China)
出处
《石家庄学院学报》
2021年第1期157-160,共4页
Journal of Shijiazhuang University
关键词
营销矩阵
档案文创
发展路径
marketing matrix
archival creation
development path
