台北故宫博物院和北京故宫博物院的文化产品开发与营销一直走在国内博物馆前列。运用营销学经典的“4P”理论:产品(product)、价格(price)、渠道(place)、推广(promotion)对两岸故宫博物院文化产品营销策略进行分析,认为当今博物馆的文化产品应当体现出博物馆特色,注重系统化和高质量化,要通过品牌和价格层次来满足各种观众的不同需求。与此同时,文化产品要以网络等多种平台为媒介来提高博物馆和其文化产品的知名度,同时还应开发多种渠道的销售途径来扩大消费者群体,以此来实现博物馆文化产品与博物馆之间的相互促进和共同发展。 Taipei National Palace Museum and Beijing Palace Museum cultural product development and marketing has been in the forefront of the domestic museum. Using the classical marketing theory of “marketing 4P”: product, price, place and promotion, this article analyzes the marketing strategy of cultural products of the Palace Museum in the two sides of the Strait, and considers that the cultural products of today’s museum should reflect Out of museum features, focusing on systematic and high-quality, through the brand and price levels to meet the different needs of various viewers. At the same time, cultural products should be based on a variety of platforms such as the Internet to enhance the visibility of museums and their cultural products. At the same time, it should also develop multi-channel sales channels to expand the consumer base in order to realize the museum’s cultural products and museums Mutual promotion and common development.