Souvenir sale Design Strategy of Luoyang Museum in Luoyang City

Abstract

There are a large number of historical and cultural heritage in China. Because tourists demand more rich play experience and improvement of knowledge literacy, in order to spread the unique culture of all parts of China, cultural and creative industries have been bred. The Luoyang Museum is the historical and cultural representative of Luoyang City, Henan Province. The Luoyang Museum attracting countless tourists from all over China. Although Luoyang Museum has extremely rich cultural resources, the management personnel haven't utilized them, so that the development of cultural and creative souvenirs has stagnated. This paper has three goals: (1) to study the historical background of Luoyang Museum souvenir sales; (2) to study the current situation and problems of Luoyang Museum souvenir sales; (3) to provide guidance for the development and sales of Luoyang Museum souvenirs. This thesis mainly adopts qualitative research method, through: observation, interview, group discussion literature to obtain information and data. The population and samples are divided into: (1) Key Informants-Museum managers; (2) Casual Informants-Souvenir designers; (3) General Informants-Consumers. Documentation and data collection will start from August 2022 to April 2023.

After analyzing the data I collected over the past few months, I came to the following conclusion: Luoyang Museum has a rich collection history, which can provide rich cultural connotations for Luoyang Museum souvenir design, but there still are many problems of design and marketing in souvenirs. Therefore, Luoyang Museum souvenir design should highlight regional culture, strengthen design presentation, etc. In terms of marketing, it should implement brand strategy and create diversified sales methods. This paper designs a conceptual framework for the development and marketing of Luoyang Museum souvenirs, taking the development of Luoyang Museum souvenirs as an example, and providing suggestions for other museums of the same type.

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