Analysis Of Brand Building Of Chinese Museums

In the tide of market economy,museums need to face the needs of their own expansion,the reduction of government funding,the pressure of competitive environment and better understanding of the audience.Museums need to construct their own brands in various aspects,so as to better survive and develop in the transformation of social economic environment.Brand,as a means to attract consumers,obtains capital income through marketing.For museums,an easily identified museum brand is not only the creation of an organization's name or logo,but also a permanent entity.It is rooted in reality,reflects the perception of consumers,and may even reflect the characteristics of consumers,and facilitates to improve the loyalty of audiences.In the current situation,an important indicator that can reflect the quality level of museums is the number of visitors.Therefore,when the brand building of museums can capture people's leisure time and make them form an advantage among expected competitors,general competitors and formal competitors,the brand of museums will be also conducive to attracting the attention of investors and building a good image for various investment donors,and it may even affect their level of support.The above mentioned is the competitive advantage of museum brand building.The benefits induced by the competitive advantages could benefit the museum itself.An iconic museum can help reshape the image of the region to obtain economic benefits.The brand image of the museum can be spread to all regions of the world through multiple means.It will also endow the city an unique identity and stimulate the appetite of potential tourists to a certain extent.In the presented paper,museum brand building in China was analyzed from three aspects including the current situation,existed problems and the corresponding solutions during the brand building process.It is hoped that the results could provide reference and help for museum decision makers in museum brand building.