Research On Content Marketing Communication Of Beijing Palace Museum

The Palace Museum,the largest museum in the world,is an artistic treasure of traditional Chinese culture.At the same time,it has been preserving a large number of cultural relics,history,customs and institutions of Chinese civilization for nearly 600 years,as well as it shines in every Chinese association of spiritual world in an abstract or concreteform.In recent years,with the purpose of "bringing the culture of the Forbidden City home" and relying on its strong cultural core competitiveness,the Palace Museum continuously penetrates into people's lives,creating one after another phenomenal marketing communication events.The Palace Museum is not only the preserver and researcher of cultural contents,but also the developer of cultural products,the disseminator of traditional culture and the creator of fashion culture.Through the marketing communication system built around the content production,it has produced strong vitality and infinite creativity.In 2020,the Palace Museum will celebrate its 600 th birthday.The ancient architectural and cultural masterpiece will glow with new "youthful vitality" in the new era.This paper,with the Palace Museum as the research object,and with its content marketing based on rich cultural resources as the research starting point,analyzes it from the angles of content production,marketing subject,mode and characteristics,etc..This paper is divided into six parts.The first part is the introduction,which covers the research background,the purpose,the research situation at home and abroad,the research methods and the innovative ideas.The second part starts with organization of the Forbidden City's content product system and clarifies its content system framework composed of rich content products,intellectual property protection measures,and multiple marketing and communication platforms.In the third part of this paper,under the Palace Museum content system,the author studies the new changes in the production of the contents of the Forbidden City in the new era,and sums up its orientation to meet the needs of the public guided by seven developing ideas including,with academic research,creative thinking,cultural heritage,strict quality control,science and technology,organizational security,cross-border content;The fourth part focuses on case study to analyze four typical content marketing communication modes around the function of life aesthetics to strengthen psychological identity,lead fashion consumption,establish three-dimensional marketing communication and develop cross-border market The fifth part combineds with the content marketing S.A.V.E principle,analyzes the characteristics of the content marketing communication of the Forbidden City,and sums up some important inspirations for the museum industry to explore the development path of the content-centered cultural industry.In the final conclusion part,the author summarizes the full text research result.