Author(s)

Zhiyi Luo

Corresponding Author

Zhiyi Luo

ABSTRACT

Against the backdrop of today's time, which spiritual consumption is becoming increasingly important in people's daily lives. Many cultural and creative products are encroaching on people's personal space. As more people begin to purchase cultural and creative products, cultural and creative businesses benefit greatly and grow quickly. In this paper, we first conclude the common characteristics of all cultural and creative products, and then we highlight some flaws in these products. Following that, we examine POP MART's marketing strategy using the 4Cs marketing theory. This lays the groundwork for the next section, which discusses how a cultural and creative product can be successful. Firstly, pay more attention to IP development; secondly, they should combine both online and offline marketing; thirdly, they should adapt new technology to display their product’s feature or update their product design; fourthly, try to co-branding; lastly, use new media like internet celebrity. Through reading this paper, the features of cultural and creative products can easily be understood. Moreover, this paper provides some theoretical supports and directions for many cultural and creative companies to improve or transform.

KEYWORDS

Cultural and creative products, marketing, the marketing strategies of cultural and creative products, the marketing strategy of 4Cs