從符號消費理論看故宮文化新媒體行銷策略分析

Analysis of new media marketing strategies for the Forbidden City culture from the perspective of symbolic consumption theory

謝雅卉 ； 林小幔

《傳播前沿》 5卷1期 (2024/04) Pp. 45-54

摘要

故宮作為兩岸共有的中華優秀傳統文化承載了龐大的中華文化符號體系。近年來，故宮為順應新媒體時代的浪潮而積極擴充資源轉化，更試圖打造成超級IP，故宮不再只是老舊的傳統文化，其成功的符號行銷使故宮成為“史上年紀最大的”時尚網紅。故宮成功銳變的超級IP傳播模式開啟了傳統文化涵養出創新靈感的新式傳承大門。為提供博物館在新媒體時代轉型發展的理論和現實依據，本文將研究故宮如何利用符號行銷策略來轉變服務推廣，以適應中國式現代化的文明發展。這些策略成功賦予了許多傳統文化新的生命，並產生了對領頭羊的積極影響。

關鍵字

符號消費 ； 故宮文化 ； 新媒體 ； 行銷策略

並列摘要

As an excellent traditional Chinese culture shared by both sides of the Taiwan Strait, the Forbidden City carries a huge system of Chinese cultural symbols. In recent years, the Forbidden City has actively expanded its resource conversion in order to adapt to the wave of the new media era, and has also tried to build a super IP. The Forbidden City is no longer just an old traditional culture. Its successful symbol marketing has made the Forbidden City the "oldest" fashion network in history. red. The Forbidden City's successful and radically changed super IP communication model has opened the door to a new inheritance of traditional culture and innovative inspiration. In order to provide theoretical and practical basis for the transformation and development of museums in the new media era, this article will study how the Forbidden City uses symbolic marketing strategies to transform service promotion to adapt to the development of Chinese modern civilization. These strategies have successfully given new life to many traditional cultures and have had a positive impact on the leaders.

並列關鍵字

symbol consumption ； Forbidden City culture ； new media ； marketing strategy