Research On The Internet Marketing Strategy Of Cultural And Creative Products Of The Palace Museum

With the development of the Internet age and the continuous change of technology,Internet marketing has become a very important part of marketing activities.For the Palace Museum,the development of cultural and creative industries is not only a practical need to maintain and improve operation,but also an inevitable choice to conform to the trend of the times and promote cultural dissemination.With the powerful effect of Internet marketing,the Palace Museum has created some popular IPs in the process of developing the cultural and creative industries,and has initially tried cross-border marketing to continuously expand the influence of the IPs through cross-brand and cross-media methods.This article analyzes Internet marketing of the Palace Museum's cultural and creative products from the perspective of IP.Based on the 4I marketing principles,this article focuses on self-brand marketing,cross-brand marketing and cross-media marketing,combined with the operating conditions and data of various online marketing channels,analyzes the current status of online marketing and finds the problems.On this basis,through SWOT analysis,a comprehensive plan for the Palace Museum Cultural and Creative Internet marketing strategy is constructed.After research and analysis,the following conclusions are reached:(1)The Palace Museum is currently in the early stages of development.It attracts young people's attention through the powerful eyeball effect and "selling cuteness",and its online marketing is more biased towards young people.However,if it seeks long-term development and maintains its advantage in the increasingly competitive museum cultural and creative products market,it should gradually change its relatively single marketing positioning,make full use of its own advantages,integrate online and offline resources to create more different types of popular IPs,to continuously expand the audience and spread the Palace Museum culture to more people.(2)In terms of interesting,the Palace Museum should create an IP complete story to realize the emotional resonance of fans.For self-branded products,the Palace Museum should dig into the IP story and build IP series products based on this.For cross-brand products,the Palace Museum should improve the cooperation mechanism and divide it into long-term strategic cooperation and short-term cooperation,create IP stories in different ways;for cross-media products,the Palace Museum should expand IP stories in all aspects through content marketing.(3)In terms of interests,the Palace Museum should inherit the spirit of craftsmanship and establish a long-term trust relationship with fans.For self-branded products,the Palace Museum should enhance the details and professionalism of the products,and provide consumers with more discounts by improving the price strategy;for cross-brand products,the Palace Museum should expand the scope of opening IP,not only limited to the appearance and packaging of the products,it must also inherit the craftsmanship that is more representative of the spirit of craftsmanship.At the same time,the Palace Museum must enrich the cooperative brands and provide consumers with more choices.For cross-media products,the Palace Museum should enrich the media form on the basis of ensuring high-quality content,and try to open IP authorization.(4)In terms of interaction,the Palace Museum should integrate marketing channels to achieve co-creation of IP content.For self-branded products,the Palace Museum should increase the depth of interaction on Weibo and WeChat,and form a more open cultural and creative system by establishing the Palace Museum's cultural and creative website,increasing the deep interaction between the products and society;for cross-brand products,the Palace Museum should increase its interaction with brands and create marketing surprises for consumers through concept stores and cooperation with KOL;for cross-media products,the Palace Museum should increase cooperation platforms and expand marketing channels.(5)In terms of individuality,the Palace Museum should make full use of its own advantages to highlight the characteristics of its culture,deepen the value connotation in its Aesthetics,enlarge the palace characteristics of its culture,and use digital technology to create a"museum-style" cultural and creative experience,to bring consumers a unique cultural experience.