Author(s)

Ningxi Zhao, Huanrong Liang, Xiaotong Yan

Corresponding Author

Ningxi Zhao

ABSTRACT

Consumption is an important factor driving economic development. The consumption of cultural and creative products can not only develop the economy, but also meet the spiritual needs of the people through basic production activities. At present, due to the different characteristics of cultural and creative products, there are many fields divided, and the development mode formed is not yet mature. This article based on the theory of marketing 4 I, from the interest, interest, interactive, four principles personality analysis of its representative product. By using the characteristics of the four principles and combining with multiple objects such as merchants, consumers and platforms, this article analyzes the development mode of cultural and creative products through data collection and cases, and puts forward reasonable suggestions to promote the sustainable development of cultural and creative products.

KEYWORDS

4I marketing theory, Cultural and creative products, digital collections, Culture and innovation R&D