A Study On The Marketing Of Public Digital Cultural Services In The United Kingdom

With the rapid development of the information age,the demand for cultural information is increasing day by day,and the development of public digital culture appears to be so urgent.The development of public digital culture is still in the exploratory stage.Under such circumstances,it is necessary to draw on the advanced experience of the development of public digital culture in developed countries.This paper takes Britain as the research object and summarizes the characteristics of its public digital culture from the point of view of service marketing in order to provide reference for the development of our public digital culture.This paper selects four typical public digital cultural services in the UK from the aspects of user experience,physical display,channels,personnel,personalized services,user loyalty and cooperative marketing.That is,the "Culture Online" project,the"Information Disclosure" project of the National Archives,the "eLib" plan,and the"24-hour museum" conduct research and analysis.Summarizing and finding that the British public digital cultural service marketing pays attention to user experience and user evaluation and feedback in its service process,pays attention to multi-channel publicity and promotion,and has a variety of cultural and artistic forms and pays attention to cooperative marketing.As well as the existence of the physical display of the main content of the lack of value guidance and service process management lack of durability of the two more prominent issues.This article proposes that our country should pay attention to the user service requirement discovery and enrich the user experience and perception.However,for the development channel of Chinese public digital culture,we should focus on the multichannel and multi-angle dissemination of Chinese public digital culture,enrich the tangible display of culture and art,broaden the audience,divide the service groups and strengthen cooperation with other institutions and focus on sustainable development of service marketing projects.The marketing of public digital cultural services is conducive to better discovering and satisfying the needs of users,improving the efficiency of the allocation of public digital cultural resources,and disseminating public digital culture.At present,the marketing development of public digital cultural services in our country has been effective,but it has not yet matured.Our country should also actively draw on other countries'advanced experience and lessons,explore a road of marketing and development of public digital cultural services suitable for our national conditions,and promote the effective dissemination of public digital culture in our country.