Exploring the Marketing Path of Creative Products from the New Media Perspective: Take Dunhuang Cultural Products as an Example

Abstract

Since the 21st century, cultural and creative industries have emerged, and the proportion of cultural and creative products in cultural consumption has gradually increased, becoming a new generation of consumption hotspots. This paper takes China's Dunhuang cultural and creative products as the research object, summarizes their marketing status through the 3C marketing theory, analyzes the marketing advantages and difficulties of Dunhuang cultural and creative products combined with the 4P approach, and then proposes the countermeasures for the marketing problems. Finally, it looks forward to the development road of modern cultural and creative products and gives marketing countermeasures. It is expected to provide marketing countermeasures that can be applied to other cultural and creative products in China and help them reach the international stage better. It also offers valuable reference suggestions for developing the modern cultural and creative industry and creating current cultural and creative products.