The Branding Of The Palace Museum From The Perspective Of Content Marketing

Today,when it comes to the Forbidden City,the words people immediately associate with are no longer heavy and solemn,but creative and lively.The 600 year old Palace Museum has completed a successful transformation.Before the transformation,people's impression of her is dead and fresh,and she is loved and pursued by young people.The reason lies in that Beijing Palace Museum has used new technology to accurately grasp the current social communication mode,carry out content marketing and complete a new brand building.Content marketing is a new type of marketing method which emerged in the era of social media.It has the characteristics of various forms,valuable content,long-term effect oriented pull strategy,and multiple interaction between customers and brands.From the perspective of content marketing,with the help of marketing,communication and other academic theories,this paper analyzes how the palace museum uses content marketing to build its brand from three aspects of product,information and value.For products,this paper borrows the marketing Siva theory point of view,and regards products as the solution to the needs of the audience.Offline products can make the audience have a sense of belonging and emotional resonance,and can be used as a new social tool;online products should provide the audience with a sense of experience and services.For information,this paper uses the theory of narratology to analyze the narrative text of Taobao in the Forbidden City.From the three aspects of narrative subject,plot construction and entertainment expression,it analyzes how the Palace Museum constructs the personalized entertainment brand and shapes the young,lively and emotional brand image.For value,this paper uses the theory of innovation diffusion to analyze the specific implementation of the Forbidden City brand as an innovative thing in different promotion stages,so as to achieve the purpose of targeted brand promotion.I hope that through the analysis of the content marketing mode of the Palace Museum,it will help other brands to better use the new marketing mode of content marketing in the era of social media,and seek a new weapon for their own development.