From Museum to Cultural IP: An Analysis of the Palace Museum’s Cultural and Creative Products Based on The Marketing Theory of 4Ps

As the development of building a flourishing culture in China progresses, designing and developing cultural and creative products is playing an increasingly important role in Chinese cultural institutions.In recent years, Chinese museums have made significant progress in designing, developing, and selling cultural and creative products.Cultural institutions have enhanced their economic benefits while promoting China's outstanding traditional culture.This paper takes the cultural and creative products from the Palace Museum, a prime example of successful cultural and creative products among Chinese cultural institutions, as its case study.Employing literature analysis and theoretical analysis, this study conducts an in-depth analysis of marketing strategies for cultural and creative products developed by museums.The study aims to provide theoretical underpinnings and practical guidance for the future development of such products, thereby assisting traditional cultural institutions in their transformation, promoting sustainable development of the cultural and creative industry, and strengthening national cultural outreach.