A Study On Marketing Of Public Digital Cultural Services Based On WeChat Public Platform

With the popularity of the Internet,digital cultural services account for an increasing proportion of people's lives,and the development of public digital culture is also very urgent.Due to insufficient publicity and promotion,public digital culture is difficult to be known,and public digital cultural service marketing came into being.With the increasing popularity and influence of We Chat,We Chat platform provides a new way for the spread of public digital culture.This article takes the We Chat public platform of each provincial center of the National Cultural Information Resources Sharing Project as the research object,and conducts research on it from the perspective of service marketing.Based on the literature survey,the online digital survey method is used to analyze and discuss the marketing strategy of public digital cultural services based on the We Chat public platform.This article mainly conducts research from the two dimensions of theory and practice.As far as the theoretical dimension is concerned,it mainly starts from the research background,significance,research status at home and abroad,main research ideas and methods,and explains the main concepts of public digital culture and service marketing.Through a systematic introduction to the generation and development of public digital cultural service marketing,we then explore the marketing advantages and significance of public digital cultural services based on the We Chat public platform.Secondly,in the practical dimension,we investigate the public digital cultural service marketing based on the We Chat public platform.The first is to select and investigate the product type,service price,promotional channels and channels,user experience,and service process of the survey object.The second is to deeply explore its achievements and outstanding problems from the perspective of service marketing,summarize the characteristics of service marketing,and summarize its enlightenment for future work.The third is to propose four major countermeasures in combination with the elements of service marketing: improve the user's public digital cultural needs and the degree of service docking,improve product quality,grasp product sending nodes and frequencies,focus on the physical display of services,and improve the systemic and continuity of services.Public digital cultural marketing has the function of deeply digging user needs,improving configuration efficiency,and disseminating public digital culture.Thisarticle hopes to pass the service marketing research on the public digital cultural We Chat public platform,it can be inspiring in attracting users and promote the effective spread of China's public digital culture.