Study on the Effect of the New Media Marketing Methods of the Palace Museum’s Cultural and Creative Products—Take “Gugong Taobao” as an Example

The development of new media technology provides new methods for the marketing and promotion of cultural and creative industry. The Palace Museum has seized the opportunity to use new media platforms to extensively promote its cultural and creative products. A series of innovative marketing methods have not only successfully promoted the products, but also propagandized the history and culture of the Palace Museum itself. However, the cultural and creative development of the Palace Museum is still in its development stage, and there probably exist some deficient points in its marketing and promotion on new media platforms. In order to provide valuable suggestions for the new media marketing and promotion of the Palace Museum’s cultural and creative products, and also to provide reference for the innovation of publicity methods of the cultural and creative industry in the future, this research takes “Gugong Taobao” as an example to investigate and study the actual effectiveness of the marketing methods which have been used by the Palace Museum’s cultural and creative products in the new media era. The research found that the marketing of “Gugong Taobao” lacks effective interaction with consumers, and many consumers are generally not motivated to participate in the interactive activities and are not willing to further share and spread cultural and creative products information of “Gugong Taobao”. The research indicates that effective interactive activities can greatly improve the marketing influence of creative products.