Research On Participatory Experiential Marketing Of The Palace Museum

As the largest museum of ancient culture and art in China,the Palace Museum in Beijing has successfully transformed its image,attracted the attention of young people and realized the creative transformation of historical resources by virtue of its profound historical and cultural deposits and through the packaging and marketing of TV programs,cultural and creative products,new media and topics.Based on the above conditions,this paper creatively proposed the concept of participatory experience marketing,combined with the marketing methods of the Palace Museum,focusing on the analysis of the Palace Museum's participatory experience marketing in terms of emotion,scene and open cooperation.Combined with the data,it is concluded that participatory experience marketing plays a positive role in stimulating user participation,enhancing user loyalty and enhancing cultural identity.At the same time,it is pointed out that the Palace Museum should still grasp the degree of commercialization and pay attention to cultural experience in participatory experience marketing.Through the above summary,it is concluded that personalized participation experience is the direction of the future development of participatory experience marketing,and also has reference value for other domestic museums.