A STUDY OF PRICING STRATEGY AND CONSUMER BEHAVIOR FOR MUSEUM CULTURAL AND CREATIVE PRODUCTS: A COMPARATIVE ANALYSIS OF CHINA AND RUSSIA

Against the backdrop of global cultural industry upgrading and the integration of culture and tourism, museum cultural and creative products have evolved from simple souvenirs into carriers of cultural dissemination and engines of economic growth. This paper takes the museum cultural and creative industries in China and Russia as research objects, focusing on two core dimensions: pricing strategies and consumer behavior. Using typical cases such as the Palace Museum and the State Hermitage Museum in Russia, and employing consumer behavior theory and pricing theory, this paper analyzes the differences and commonalities in the pricing strategies of cultural and creative products in the two countries through literature review, case comparison, and data analysis, exploring the influence mechanism of consumer behavior characteristics on pricing decisions. The study finds that Chinese cultural and creative products adopt a core strategy of “mass accessibility + tiered premium pricing,” while Russian products exhibit characteristics of “high-end scarcity + cultural exclusivity.” The commonalities in consumers’ demand for cultural connotations, along with differences in their purchasing power and scenario preferences, jointly shape the pricing systems of the two countries. Based on this, a cross-border optimization path of “cultural value anchoring, consumption tier matching, and technology-enabled premium pricing” is proposed, providing a reference for the high-quality development of the museum cultural and creative industries in both countries.