在全球化的时代背景下，一个国家文化经济的水平逐渐成为综合国力的重要体 现，文化创意产业逐渐成为促进国家和地区经济发展的新兴产业，文化创意产品也成 为满足人们精神需求的必需品。以文化主题为基础、以创意为灵感源泉的文化创意产 品，需要通过具有特色的营销手段来实现价值。营销观念的融入，可刺激消费者的需 求，拓展文化创意产业的市场，为文创产品的发展开创一片新的天地。但许多文创产 品营销手段依旧沿袭着传统的营销模式，制约了行业发展。 本文运用了文献资料法、调查问卷法等，以 S 公司文创产品为研究对象，分析了 S 公司文创产品的营销环境，运用 PEST 分析模型、波特五力模型等经典理论，借鉴 他们研究分析的基础上，从消费者角度和经营者角度深入分析 S 公司的内外部经营环 境，探讨了当前形势下 S 公司文创产品的营销现状。运用 3C 共鸣原理、4P 营销理论 框架总结分析了 S 公司文创产品存在的问题，以及可取的相对应的营销策略。 本文由问题研究、方案构建、方案实施与保障三大部分组成，阐述并制定了 S 公司文创产品营销策略的完整方案。营销策略的制定不仅是为了提高 S 公司文创产品 的销量、提升文创品牌的影响力，也希望能够找到营销理论与文创产品营销的结合点， 为相关文创企业的营销策略提供更具可操作性的参考。 关键词，文化创意产品；营销策略；4P 营销理论；3C 共鸣原理III ABSTRACT Under the background of economic globalization, the development level of a national culture and economy has gradually become an important manifestation of the comprehensive national strength. The cultural creative industries have gradually become a new industry to promote the economic development of the country and the region, and cultural creative commodity have become the necessities to meet the spiritual needs of people. Based on culture and creativity, cultural creative commodity should be realized through marketing means. The integration of marketing concepts can stimulate consumers' needs, expand the market of cultural creative commodity, and create a new field for the development of cultural creative commodity. But many cultural creative commodity of marketing still follows the traditional marketing strategy, and restricting the development of industry. By using the method of literature, questionnaire, this paper takes S company as the research target, analyzes the marketing environment of S company, and uses the classic theories such as PEST analysis model, Potter five force model. On the basis of their research and analysis, it is deeply divided from the perspective of the consumer and the operator and analyzes the internal and external business environment of S company. Then, this paper summarizes and analyzes the existing problems of S company's cultural creative commodity, and the corresponding marketing strategies by using framework of 3C resonance principle and 4P marketing theory. This paper is composed of three parts: problem study, solutions and measures. The process of marketing strategy of S company is elaborated and formulated. The formulation of marketing strategy is not only to improve the sales volume of S company's cultural creative commodity and to improve the brand influence, but also to find the combination of marketing theory and product marketing and providing more operational reference for the marketing strategy of related enterprises. Keywords: Culture Creative Commodities; Marketing Strategy; 4P Marketing Theory; 3C Resonance Principle目录 致谢 ........................................................................................................................................I 摘要 ......................................................................................................................................II Abstract................................................................................................................................ III 第 1 章 绪论 .........................................................................................................................1 1.1 选题背景......................................................................................................................1 1.2 研究目的和意义..........................................................................................................2 1.3 国内外研究文献综述.................................................................................................2 1.3.1 关于创意产业、文化创意产品概念的界定 ......................................................3 1.3.2 关于文创产品营销的相关研究 ..........................................................................5 1.4 研究内容.....................................................................................................................6 1.5 研究方法、创新之处.................................................................................................7 1.5.1 研究方法 ..............................................................................................................7 1.5.2 研究思路 ..............................................................................................................8 1.5.3 创新之处 ..............................................................................................................9 第 2 章 相关理论基础 .......................................................................................................10 2.1 STP 分析法................................................................................................................10 2.2 差异化营销策略.......................................................................................................11 2.3 4P 营销理论...............................................................................................................11 2.4 3C 共鸣原理 ..............................................................................................................12 2.5 本章小结...................................................................................................................12 第 3 章 S 公司文创产品营销环境分析............................................................................14 3.1 宏观环境分析...........................................................................................................143.1.1 政治与法律环境 ................................................................................................14 3.1.2 经济环境 ............................................................................................................15 3.1.3 社会与文化环境 ................................................................................................16 3.1.4 技术环境 ............................................................................................................17 3.2 行业环境分析...........................................................................................................18 3.2.1 国外行业情况介绍 ............................................................................................18 3.2.2 国内行业概况及趋势 ........................................................................................19 3.2.3 市场竞争分析 ....................................................................................................20 3.3 本章小结...................................................................................................................22 第 4 章 S 公司文创产品现行营销策略及问题..............................................................23 4.1 S 公司文创产品简介.................................................................................................23 4.1.1 A 高校和 S 公司基本概况 .................................................................................23 4.1.2 S 公司运作情况..................................................................................................23 4.2 S 公司文创产品营销策略现状.................................................................................24 4.2.1 文化共鸣策略现状 ............................................................................................24 4.2.2 创意共鸣策略现状 ............................................................................................25 4.2.3 市场共鸣现状 ....................................................................................................25 4.3 消费者问卷调查.......................................................................................................26 4.4 S 公司文创产品存在的问题.....................................................................................30 4.4.1 产品现状和问题分析 ........................................................................................30 4.4.2 产品价格体系 ....................................................................................................33 4.4.3 销售渠道问题 ....................................................................................................34 4.4.4 产品市场推广问题 ............................................................................................35 4.5 本章小结...................................................................................................................36第 5 章 S 公司文创产品营销策略方案构建....................................................................37 5.1 S 公司文创产品的 STP 模型分析............................................................................37 5.1.1 市场细分 ............................................................................................................37 5.1.2 目标市场选择 ....................................................................................................39 5.1.3 市场定位 ............................................................................................................39 5.2 营销策略方案设计...................................................................................................40 5.2.1 以文化主题为核心的产品策略 .........................................................................40 5.2.2 建立合理的文创产品价格体系 ........................................................................41 5.2.3 建立完善高效渠道体系 ....................................................................................43 5.2.4 差异化促销策略 ................................................................................................45 5.3 强化体验营销的模式应用.......................................................................................46 第 6 章 S 公司文创产品营销策略优化方案的实施与保障............................................47 6.1 S 公司文创产品营销策略实施计划与重点.............................................................47 6.2 制度保障...................................................................................................................49 6.2.1 制定管理制度 .....................................................................................................49 6.2.2 确定工作流程 ....................................................................................................49 6.2.3 完善绩效考核 ....................................................................................................49 6.3 组织保障...................................................................................................................49 6.4 技术保障...................................................................................................................50 6.4.1 设计技术 ............................................................................................................50 6.4.2 网络及数据分析技术 ........................................................................................50 6.5 资源保障...................................................................................................................50 6.5.1 人力资源 ............................................................................................................50 6.5.2 资金保障 ............................................................................................................506.5.3 知识产权保障 ....................................................................................................51 第 7 章 结论 .......................................................................................................................52 7.1 本文研究结论...........................................................................................................52 7.2 本文研究中的不足...................................................................................................53 7.3 后续研究展望...........................................................................................................54