新冠疫情下文創產業網路行銷策略之研究－以故宮文創電商平台為例

Research on the Network Marketing Strategy of the Cultural and Creative Industries during the COVID-19 Epidemic: Take the Cultural and Creative E-commerce Platform of the National Palace Museum Shop as an Example

尤思貽(Sih-Yi You)

《文化創意產業研究學報》 11卷1期 (2021/04) Pp. 27-38

https://doi.org/10.6639/JCCIR.202104_11(1).0004

摘要

2020年新型冠狀病毒（COVID-19）的大爆發，引伸出了社交距離的議題，實體店面盈收相對受到影響，也考驗了大家重新檢視營運模式，突顯出了數位化的重要性，尤其是博物館主要的經濟來源為文創商品的販售，以故宮來說，有很大的收入在疫情爆發之前還是仰賴於實體店面的收入。故本研究以故宮電商平台為例，目的在探討故宮網路商城的行銷策略在因應疫情引伸出的社交距離下，其行銷模式如何因應以突破困境。本研究依7P行銷策略分析探討故宮綱路精品從產品設計到人員專業訓練與通路開發及行銷策略都績極在佈局中。單看網路商城的營業額仍可看出其電商平台在突破時間、空間的限制，其商機仍充滿無限可能性與多元性。

關鍵字

故宮 ； 文創產業 ； 社群媒體 ； 行銷策略 ； 網路行銷

並列摘要

The outbreak of the new coronavirus (COVID-19) in 2020 has brought out the issue of social distancing, and the earnings of physical stores have been relatively affected. It has also tested everyone's re-examination of the business model, it is greatly accentuating the importance of digitalization, especially the main source of income for the museum is the sale of cultural and creative goods. In the case of the National Palace Museum, a large amount of income was still dependent on the income of physical stores before the outbreak of the epidemic. Therefore, this study uses the e-commerce platform of National Palace Museum Shop as an example to explore how the National Palace Museum online shop's marketing strategy can break through the dilemma in response to the social distance extended by the epidemic. Based on the 7P marketing strategy, this research explores the products of the National Palace Museum, from product design to personnel professional training and delivery development and marketing strategy. The revenue of online e-commerce platforms can still show that under the constraints of time and space, its e-commerce platforms are still full of unlimited possibilities and diversification.

並列關鍵字

National Palace Museum ； Cultural and Creative Industries (CCI) ； Social media ； Marketing Strategy ； Internet Marketing

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