Marketing Strategic Research Of National Anthem Museum

The National Anthem Pavilion is a non-profit museum which is free open to the public. Since its open in 2009, it assumes the major responsibility of promoting knowledge concerned with birth, spread and influence of the national anthem. According to the requirements of the Ministry of Culture of the People's Republic of China, the National Anthem Pavilion has responded actively to the calls of the Chinese Association of Museum by trying to transforming into the marketing operation model strategically. It is under the trend of transformation development that this paper conducted a research, which focuses on the marketing strategy of the National Anthem Pavilion from the theory of marketing, the integrated use of literature research, the filed study, comparative analysis method and interdisciplinary comprehensive analysis method.In this paper, based on the combining point between non-profit social nature and profit commercial behavior of the museum, this paper analyzes the specific characteristics of the National Anthem Pavilion and leads to the concept of the National Anthem Pavilion in the marketing. After that, the comprehensive analysis is conducted to the National Anthem Pavilion at macro, meso and micro levels and the competition environment by using PEST analysis, five-force model analysis and SWOT analysis. The National Anthem pavilion is summarized to face the advantage, disadvantage, opportunities and threats. On this basis, depth-analysis is made to the market segments of patriotism education, the four market segments of "museum tourism", "patriotism education", "patriotism learning" and "purchase of the cultural and creative products" are regarded as a target market. Also, environmental theater service products, strengthening patriotic education products and cultural and creative products are tried to be as a starting point, which positions the target market. Furthermore, relationship marketing as the core, from the perspective of 4R portfolio marketing theory, the marketing strategy of four dimensions with relevancy, reaction, relationship and rewards are built to get through the marketing channels of National Anthem Pavilion. Finally, through the analysis of the macro system, restriction factors of mechanism to national Anthem Pavilion marketing, the corresponding recommendations are put forward.The author thinks that the serious political education of theme does not seem to have selling point or advantage in the process of the marketization of National Anthem Pavilion, but by accurately locating the target market, we can actively associate and react domestic tourists to shanghai, the children from campuses, the illegal crimes in the prison, the retired old people from the community and target population needs of market segments. The audience self development is closely linked with the development of museum so that the National Anthem Pavilion reap a good social benefit. At the same time, the National Anthem Pavilion can obtain a good economic benefit by actively building a platform for cooperation, innovation and exhibition model and creating new cultural products. Finally, by focusing on the internal construction, it can enhance narrator's ability to perform their duties and professional ethics and also earnestly safeguard the brand image, while getting social and economic benefits, the National Anthem Pavilion can establish long-term cooperative partnership with the audience.