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Marketing Strategy Analysis of the Palace Museum

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

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

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