博物馆的市场营销是体现博物馆文化内涵的重要途径之一,也是广大博物馆观众文化消费的客观需求。随着我国电子商务和文化创意产业的蓬勃发展,基于网络的博物馆文创产品营销越来越受到业界的关注。虽然具体的销售策略和方式不尽相同,但值得注意的是,目前我国的国家级博物馆和大部分省级博物馆都在依托网络进行商品销售。其中,故宫博物院、四川博物院、山西博物院等博物馆已经实现基于淘宝网集市平台的文创产品营销。本文通过介绍博物馆商品销售的主要方式和特点,分析部分博物馆“淘宝网店”的运营状况,总结博物馆基于淘宝网平台开展文创产品营销的几点策略。 The marketing of museums is one of the important ways to reflect the cultural connotation of museums. It is also the objective demand of audiences cultural consumption in museums. With the vigorous development of e-commerce and cultural creative industries in our country, the marketing of cultural and creative products based on internet has drawn more and more attention from the industry. Although the specific sales strategies and methods vary, it is noteworthy that at present, our country-level museums and most provincial-level museums are relying on the network for product sales. Among them, the National Palace Museum, Sichuan Museum, Shanxi Museum and other museums have been based on Taobao market platform for cultural and creative product marketing. This article introduces the main ways and characteristics of the museum’s merchandise sales, analyzes the operation status of some museums and summarizes some tactics of the museum’s products marketing based on the Taobao platform.