Research on Social Media Marketing of the Palace Museum in China

Zhengjia Ni ； Arun Kumar Tarofder ； Ahmad Rasmi Suleiman AlBattat

《Frontiers in Economics and Management》 4卷8期 (2023/08) Pp. 253-260

https://doi.org/10.6981/FEM.202308_4(8).0032

摘要

This paper attempts to sort out the exploration path of the Palace Museum of China in social media marketing from the perspective of social media, and sort out the current marketing status of the Palace Museum from creative content, creative e-commerce, cultural brand, event marketing, etc., and combine the promotion channels of social media, including social media such as Weibo, wechat, official website setting, digital experiment, APP games and other forms. Find out the innovative channels and marketing strategies of the Palace Museum of China for social media marketing. By combing the social media marketing of the Palace Museum of China, this paper tries to find out the experience and marketing methods of social media for the promotion and dissemination of traditional culture, and provides new ideas and new directions for the transmission, inheritance and development of the museum's cultural industry.

關鍵字

Social Media ； Marketing ； The Palace Museum in Beijing ； Museum

參考文獻

L Zollo, R Rialti, A Marrucci, C Ciappei.(2022) How do museums foster loyalty in tech-savvy visitors. The role of social media and digital experience.[J]. Current Issues in Tourism, (11): 21-26.

H Arasli, M Abdullahi, T Gunay (2021)Social media as a destination marketing tool for a sustainable heritage festival in Nigeria: A moderated mediation study.[J]. Sustainability,(3): 17-49.

G Zabelskyte, N Kabisch, Z Stasiskiene (2022)Patterns of urban green space use applying social media data: a systematic literature review. Land.[J].(8): 15-52.

Iles P, Mabey C, Robertson I. HRM(2020) Practices and Employee Commitment: Possibilities, Pitfalls and Paradoxes[J]. British Journal of Management. 1(3): 147-157.

Organ D W. (2021)Organizational Citizenship Behavior: It's Construct Clean-Up Time[J]. Human Performance. 10(2): 85-97.