Research On Content Marketing Of The Cultural And Creative Products Of The Palace Museum Based On The Narrative Theory

Social media gives people more freedom,at the same time,also brings a new hot spot in the marketing area.Content marketing is gradually attracting attention of the marketing area.Nowadays,providing consumers with valuable content has become one of the major choices of enterprises in recent years.Under this background,with the innate advantage of the content,the museum which giving full play to the advantages of its content to achieve successful content marketing has become the issue of exploring and reference value.However,among the numerous museums in China,successful ones are still in the minority,the Palace Museum,which using its content advantages and good cultural story to promote the marketing of the cultural and creative product,has valuable theoretical and practical significance.Therefore,this paper tries to use narrative theory to do in-depth analysis of the Palace Museum,investigate the strategy and the reasons behind the content marketing of the cultural and creative product,and gain strategic advice for other museums on the basis of its success.With summing up the relevant literature,the paper sort out the operation model of content marketing,and expounds the trick of how the Palace Museum spreads valuable content is make full use of narrative,after that,the paper makes an overview of the narrative object and the status quo of classification,then,the paper mainly choose typical narrative text from the content marketing of the cultural and creative product of the Palace Museum,use the narrative theory from the four aspects including the narrative theme,the narrative perspective,the plot and the narrative language for further analysis.Based on the narrative analysis,the paper investigates the reasons behind the implementation of the content marketing strategy from the target audience,namely the satisfaction of the needs of the imagination and reality for the target audience.Based on the above research,this paper found that the narrative play an important role in the content marketing of the cultural and creative product of the Palace Museum.In addition,the paper also summarizes the advantages and disadvantages of the content marketing practice,and makes it a reference for other museums.Finally,the paper aims to make suggestions for the numerous museums in China to help them create the economic value.