故宫博物院作为中国最著名的宫殿博物馆,在建筑、藏品、观众等资源方面具有无可比拟的优势,应当充分发挥自身优势,找准市场定位,制定营销策略,从而在博物馆文创领域中占据举足轻重的地位。本文从市场定位和营销策略两个方面进行具体分析并从营销学角度提出建议,以有利于故宫博物院此项工作的开展。 As the most famous palace museum in China, the Palace Museum has unparalleled advantages in resources such as architecture, collections and audiences. It should give full play to its own advantages, identify the market orientation and formulate marketing strategies, thus occupying a pivotal position in the field of museum and cultural creation Position. This article from the two aspects of market positioning and marketing strategy to conduct a specific analysis and marketing point of view to make recommendations in order to facilitate the work of the National Palace Museum to carry out this work.