Scenes theory, experiential marketing, museum, cultural and creative product
Abstract
With the advancement of digital technology and the emergence of the mobile Internet era, scenarios have become a crucial component of marketing. Experiential marketing is an important means of deepening the connection between brands and consumers. The Gansu Provincial Museum has applied experiential marketing to the marketing of its cultural and creative products, enhancing their attractiveness and market competitiveness, and achieving significant results. This study examines the present circumstances, contextual frameworks, marketing tactics, and forthcoming difficulties of cultural and creative experience marketing in museums within Gansu Province through the lens of scenario theory. This study suggests that there are technical limitations and homogenization of content scenes in the marketing scenarios of cultural and creative products at the Gansu Provincial Museum. This article posits that the Gansu Provincial Museum should prioritize augmenting online engagement, reinforcing social attributes of its exhibits, and diversifying its cultural and creative offerings to capitalize on current traffic, sustain popularity, and attain objectives of increasing user retention, enhancing visibility, and promoting traditional culture. This study broadens the theoretical framework and offers practical recommendations for selling cultural and creative items in various institutions.
