The Brand Communication Program Of Imperial Examination Museum Of China For 2019

The Imperial Examination Museum of China is located in the Confucius Temple Scenic Spot in Nanjing,Jiangsu Province.It is the largest imperial examination museum in China.However,since the opening of the museum,visitor numbers and operating income have performed poorly.After field investigation and deep interviews,this program believes that there are five main problems in the brand construction of the museum currently:lack of appeal in market positioning,price positioning out of the social environment,inaccurate target tourists,shoddy cultural creative products and backward communication means.In order to improve operating income of the museum,popularity and reputation,the author has developed a new brand communication program.This plan analyzes the museum's macro-survival environment,micro-survival environment,the competitive environment of the industry,and tourists;characteristics.Finally,SWOT analysis is used to summarize the market environment of the museum.Based on the market analysis,this program has developed a new core value orientation for the museum:Come to the Imperial Examination Museum of China and learn how to cultivate a champion.Then it expounds the basis of the new market positioning and the matching target market positioning,target consumer positioning,brand culture positioning and brand image positioning.What is more,the program has developed new marketing strategies,specific activity plans and the design ideas of cultural creative products.And the tasks and objectives of on-line communication activities,communication strategies and media execution plans are proposed.Finally,the budget preparation is prepared and the effect evaluation will be applied for the adjustment of this program.