Research Of Strategy Of Corporate Museums' Brand Communication In The Internet Era

As an important branch of culture industry,Museum takes the critical role in protecting history collections,deepening academic research and offering entertainment and education.Along with the continuous development of socialist market economy,there are more various kinds of museums coming out.As the main participant in market,corporates set up and run their own museums invested by themselves to archive their heritage internally and display their products and brand externally.Based on these two main functions,corporate museums have both commercial and social attributes so that there are relative few academic attention to them.However,the history of enterprise recorded by corporate museums is a part of social history.Some historical ones are even an epitome of human's producing,science and technology,and culture which is an important element of countries and races.To this extent,their contributions are undeniable.Meanwhile their commerciality which has an imitate connection with marketing and branding echo the national strategy of culture and brand building.There is valuable timely significance to study the rules of development and strategy with the internet's influence on communication and marketing.This research's practical meaning is to exploring the strategy that how the corporate museums use internet to enhance their brand.With the brand building,consumer behaviors and experiential marketing theories,the study was conducted in cross-discipline concept to discuss the relations between corporate museums and brand communication by theoretical method and the hypothesis was proposed based on the analysis.Then collected the corporate museums data online and did statistical analysis to verify the corporate museums role in branding in the internet era and found that the Setting of corporate museums should follow the feature of the industry,the products and the property then enhance interactive experience via new media.Based on the marketing concept and platform of corporate museums,enterprise should improve consumers' favorability and loyalty to build a strong fundament for centurial company and centurial brand vision.Case study also was included in this research.Considering the possibility of application,based on the analysis of the global corporate museums and the corporate museums development level in china,the study took TSINGTAO beer museum as the case to explore its online marketing strategy.Mainly used content study to analyze the articles from its Wechat public account.Found that the digital technic,UGC and community operation are mostly used in the content marketing.Corporate museums should balance their double status as both culture storeroom and brand envoy via internet marketing tactics in the background that the consumers are entitled to interact with companies and express their complaint.Exploring a suitable integrated marketing way to make their brand more competitive in the market would be the only way to show their culture and identity and to contribute to their community and social.Corporate museum would become a critical link between culture industry and brand marketing.