The Environment And Ways Of Building A Museum Brand In My Country

This paper takes the museum brand as the research object,the purpose of the research is to improve the museum management system and improve the core business level of the museum.Besides the purpose of the research is to tap the potential of museum value,explore ways to build a well-known museum brand,and provide theoretical guidance for future museum brand building.The concept of branding in the field of marketing and the brand strategy theory of non-profit organizations are introduced here.Through content analysis and case analysis,the definition and characteristics of the museum brand and the value of the museum brand are clarified,and the external aspects of the brand building of Chinese museums are analyzed.The environment and internal motivation have explored a general way for museums to carry out brand building.The value of museum brand is divided into tangible asset value and intangible social and cultural value.The final conclusion shows that the ways for museums to carry out brand building are:(1)Realizing the differentiated positioning of the museum brand by condensing value propositions and identifying target groups;(2)Constructing a visual identity system for the museum brand through museum architecture and logo design;(3)Building the brand business of the museum based on the core functions of the museum...