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论文编号：	10961
作者编号：	2320170728
上传时间：	2019/6/14 10:59:15
中文题目：	基于新媒体环境下的博物馆品牌年轻化营销策略研究——以故宫博物院为例
英文题目：	Research on the marketing strategy of museums in the new media environment -- a case study of the Palace Museum
指导老师：	白长虹
中文关键字：	博物馆；品牌年轻化；故宫博物院；新媒体
英文关键字：	Museum; brand rejuvenation; Palace Museum; new media
中文摘要：	近年来，随着我国经济建设的不断发展，人民的生活水平不断提高，对于文化建设的需求与日俱增。博物馆建设作为文化建设中十分重要的一环，己越来越受到人们的重视。 最近几年，逛博物馆在年轻人中日渐流行，成为年轻人竞相追逐的全新生活方式。在热播栏目《国家宝藏》中的多个博物馆馆长曾表示，博物馆的参观观众，约有七成人群，是30岁以下的年轻人。面对这一趋势，众多博物馆将营销对象侧重年轻观众群体，品牌年轻化成为了许多博物馆经常采用的营销战略。在众多博物馆中，通过采用品牌年轻化营销对年轻受众成功产生吸引力而获得极高人气的非故宫博物院莫属。故宫博物院自2014年起已多次利用传统文化IP进行创意传播，有效助力故宫博物院触发用户心理认同，同时其在品牌营销过程中，通过微博等社交应用与用户互动，与多行业的跨界合作等营销策略，极大地增强了年轻用户的黏性，为新媒体语境下文博资源和文博品牌的发展提供革新路径，具有较强的研究意义。 纵观前人有关博物馆营销的有关研究，其关注于博物馆宏观发展和全受众营销颇多，而如何面相这些越来越多的正在走进博物馆的年轻人做出有针对性的营销策略研究甚少。需要说明的是，博物馆作为全域化受众文化性场所，通常会采用多种品牌营销战略，此文仅针对品牌年轻化战略进行探讨。 本文基于市场细分和品牌年轻化的相关理论，从博物馆发展趋势、受众特点、营销策略三个角度分析了故宫博物院的品牌年轻化策略，旨在为进一步探索传统文博品牌的年轻化营销模式及其前景提供思路。
英文摘要：	In recent years, with the continuous development of China's economic construction and the continuous improvement of people's living standards, the demand for cultural construction is increasing day by day. As a very important part of cultural construction, the construction of museum has been paid more and more attention. In recent years, going to museums has become more and more popular among young people. The curators of several museums in the popular program national treasure have said that about 70 percent of the visitors to the museum are young people under the age of 30. In the face of this trend, many museums will focus on the marketing target of young audience groups, brand youth has become a marketing strategy often adopted by many museums. Among the numerous museums, the Palace Museum is the only one that has achieved great popularity by successfully attracting young audiences through brand rejuvenation marketing. Since 2014, the Palace Museum has used traditional cultural IP to carry out creative communication for many times, effectively helping the Palace Museum to trigger users' psychological identity. At the same time, in the brand marketing process, the Palace Museum interacts with users through social applications such as weibo and other marketing strategies such as cross-industry cooperation, which greatly enhances the stickability of young users and provides innovative paths for the development of cultural resources and brands in the context of new media. It has strong research significance. Throughout the previous studies on museum marketing, there are a lot of researches focusing on the macro development of museums and all-audience marketing. However, there are few researches on how to make targeted marketing strategies for these young people who are entering museums. It should be noted that museums, as a cultural venue with a global audience, usually adopt a variety of brand marketing strategies. This paper only discusses the strategy of brand rejuvenation. Based on the relevant theories of market segmentation and brand rejuvenation, this paper analyzes the brand rejuvenation strategy of the Palace Museum from the perspectives of the development trend of the museum, the characteristics of the audience and the marketing strategy, aiming to provide ideas for further exploring the marketing model and prospect of the traditional cultural and museum-based brand rejuvenation.
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