Innovative Research On The Business Model Of Museum Industry Under The Internet Environment

The existence of museums has always been a topic in the museum industry.Financial allocation is not enough to support the rapid development of museums.Museums can not meet the needs of social progress for museums.Therefore,museums at home and abroad have been exploring income-generating schemes.In recent years,with the rapid development of Internet technology,Internet+has become a major background for the development of various industries,and it is a trend to take advantage of the Internet to develop and innovate.The state vigorously develops cultural undertakings and relies on the new scientific and technological environment to determine the way to disseminate and promote Chinese culture by means of the Internet.It lays a foundation for Museum marketin g.On the basis of literature review on business model innovation,cultural industry business model innovation and Museum Marketing under the background of Internet,this paper mainly makes three aspects:first,combing the innovation and de,velopment of museums at h ome and abroad.Compared with domestic,the Internet in foreign countries started earlier and has a long history of exploration on the road of commercialization.There are both successful cases and dangerous situations of failure,which provides rich experience for the exploration of business model in China.There are three main innovations in the museum industry in China,namely,the dissemination of museums in social media,the sale of museums on network platforms and digital display.Secondly,it focuses on the innovative exploration of the Palace Museum on the road of business model.Including social media,network platform,digital exhibition hall,special exhibition and other innovative development points.It embodies the user's thinking and the idea of building platform exosphere.Thirdly,the paper analyses the problems faced by the innovation of museum business model under the Internet environment and puts forward some suggestions on the innovation path of the business model.The two challenges are mainly the risk of Internet communication and the dual nature of marketing.Improper marketing will lead to excessive commercialization of museums.The suggestions mainly involve the definition,orientation,business process and application of key resources of museum business model.Through studying the museum's practical experience,this paper explores new ideas and new ways,uses the Internet technology in the museum industry and related industries,summarizes the challenges faced by the"Internet+Museum"business model innovation,and puts forward relevant suggestions.To provide suggestions for the development of museum business model.