Marketing Strategy Analysis of the Palace Museum

Wang Qi(School of Management, Shandong University of Technology)
Liu Huan(School of Management, Shandong University of Technology)
Liu Kaiyi(Shandong University of Science and Technology)

Abstract

The development of cultural innovation is benefcial for museums to give full play to their cultural advantages and improve their economic benefts, accordingly forming a virtuous circle. This paper analyzes the cultural and creative brand marketing environment and strategy of the Palace Museum, hoping to provide some references for other museums through the analysis and summary of cultural and creative brand marketing strategy of the Palace Museum.

Keywords

The Palace Museum；Cultural and creative industries；SWOT analysis；Non-proft organizations

References

Yi ping. Cultural and creative product design of museums in the context of cultural consumption[J]. Packaging Engineering, 2008, 39(08):84-88.

Lv changlin, zhuang songyan. Research on intellectual property protection in cultural and creative product development of museums -- a case study of zhongshan warship museum[J]. China Museum, 2018(01):22-28.

Shi jun ting. Analysis on the development trend of cultural and creative products of museums -- a case study of the Palace Museum[J]. China Press,2019(08):10-11.

Cao yuzhuo. New media marketing and promotion of cultural and creative products of museums -- a case study of taobao in the Palace Museum[J]. Research on New Media, 2014, 4(09):54-55.

Zhao yantong. Integrated marketing strategy analysis of cultural and creative products of museums under the new economy——a case study of the Palace Museum[J]. Science and Technology Economic Guide,2008, 26(29):182-183.

Shi jin. Analysis of online marketing strategies for cultural and creative products of museums——taking cultural and creative products of the Palace Museum as an example[J]. Modern Marketing (Business Edition), 2019(06):86-87.

Mu xiaodie. Research on cultural and creative development strategies of museums under the background of "Internet +"——a case study of the Palace Museum in Beijing[J]. Journal of Journalism Research,2017, 8(21):251-252.

Yang jie, wang muran. Development strategy of cultural and creative design of communication museum in the era of "Internet +"[J]. Packaging world,2017(05):10-11.

DOI: http://dx.doi.org/10.26549/jfr.v3i2.2210