Application of New Media in the Marketing and Promotion of Cultural and Creative Products in Museums

With the arrival of the new media marketing era, museums have begun to pay attention to the use of new media for the marketing and promotion of cultural and creative products, and promote their own history and culture when promoting products. Taobao in the Palace Museum, is a model for museum cultural and creative products to be marketed in the new media era. Based on the specific marketing cases of Taobao in the Palace Museum, this paper sums up its marketing ideas and strategies in order to provide other museums with examples for reference and inject new vitality into more excellent historical and cultural communication.