摘 要：互联网+为文化创意产业的发展带来了新的机遇。文化创意产业的产品开发和营销传播是区域文化创意产业发展的关键性问题。区域文化创意产品开发方面的指导原则是：在定位分层、提炼价值的基础上，开展创意建构、产品设计与研发、市场进入的培育等。具体有以下几点：一是基于区域文化资源的产业分类，开展资源聚合、估值和市场进入等基础性工作，探索创意产品的开发机理与路径；二是推动相关产业的融合，重视文化创意与设计、旅游、现代科技农业等产业链的集成；三是进行市场先导性开发，由此形成更新的文创产品开发模式；文化创意产品的营销传播方面，善用大数据营销，实现文创价值变现；善用新兴平台营销，完善产业链回环结构；应用互联网+的商业模式，整合线上与线下营销。同时，文化创意产品开发与营销传播策略方面做好有效的对接。94372

毕业论文关键词：互联网+，区域文化，文化创意产品，开发与营销传播策略

Abstract：“Internet plus” brings new opportunities for the development of cultural and creative industries。 Product development and marketing communication of cultural and creative industries are key issues in the development of regional cultural and creative industries。 The development of regional cultural and creative products, one is based on the industry classification of regional cultural resources, to carry out resource aggregation, valuation and market access and other infrastructure work, exploring the development mechanism and path of creative products; the two is to promote the integration of related industries, the integration of cultural creativity and design, tourism, modern agricultural science and technology industry chain the three is the pilot; market development, thus forming the update mode of product development; marketing dissemination of cultural and creative products, the use of big data marketing, realize the value realization; use of emerging marketing platform, improve the structure of industry chain loop; application Internet plus business model, the integration of online and offline marketing。 At the same time, the cultural and creative product development and marketing communication strategy to do an effective docking。源C于H优J尔W论R文M网WwW.youeRw.com 原文+QQ752-018766

Keywords: Internet plus，The regional cultural，cultural and creative products，develop and marketing communication strategies

目   录

引言 5

一、研究综述 5

（一）关于中国文化创意产业的研究 5

（二）关于互联网+文化创意产业的研究 6

（三）关于文化创意产品开发的研究 7

（四）关于文化创意产品的营销的研究 8

二、概念界定 8

（一）互联网+ 8

（二） 区域文化 9

（三）文化创意产品 9

三、区域文化创意产品开发现状 10

（一）区域文化创新不足，同质化严重 10

（二）融资渠道单一，产业升级难 11

（三）产业链不完整，技术理念滞后 12

四、区域文化创意产品营销传播现状 13

（一）营销观念滞后，难以可持续性发展