Annotatsiya:

Annotation. Currently, Chinese museum cultural and creative products(CCPs)still face numerous problems in marketing, such as severe product homogenization, limited target market coverage, weak digital marketing capabilities, and superficial exploration of experiential value.Under the trends of consumption stratification and digital-driven development, the marketing of Chinese museum CCPs needs to continuously meet contemporary demands and provide innovative products aligned with modern consumers. Museum CCP marketing should focus on consumers' experientiality and sense of gain, actively leveraging experiential marketing to provide deep emotional value, and adopt a "4E+4P Dual-Chain" model to enhance the consumption experience. This approach aims to form an interactive experiential marketing model, thereby accelerating the development of Chinese museum CCPs.