Research On Marketing Strategy Optimization Of Chengdu Museum Based On Tourist Experience

Chengdu Museum was opened to the public in Tianfu Square in the center of Chengdu in June 2016.It has been rated as a national first-class museum.Chengdu Museum is a comprehensive museum centered on the southwest and serving the whole country and the world.In recent years,with the implementation of the integration strategy of culture and tourism in the Sichuan-Chongqing region,the role of museums as an important carrier of regional culture and tourism has become increasingly prominent,and it has become a symbol of the city’s cultural image.In the minds of the public,the museum has gradually moved from a cultural relic collection and research institution to the front desk of the society,interacting and communicating with the public more deeply.At present,most public museums in my country mainly rely on government financial allocations to ensure their operations.The market operation time is relatively short,the marketing awareness is not strong,and the marketing strategy started early and is not mature enough.In the process of traditional transformation,most museums have not deviated from the concept of object-oriented,nor have they been able to design an experience process that matches the needs of tourists.Therefore,how to enrich the experience of tourists and at the same time formulate an effective marketing strategy has become a key issue for the future management of museums.On the basis of reading and researching a large number of literature and related theories,this thesis sorts out the concepts of museum definition,tourism experience,museum tourism and experiential marketing in detail,and sorts out related research on museum tourism experience and museum marketing strategies at home and abroad.Based on experiential marketing theory and 7Ps service marketing theory,it adopts research methods such as questionnaire survey,tourist message sorting,and on-site interviews.In the tourist experience questionnaire survey,the questionnaire is designed based on the mature tourist experience measurement scale,and specific indicators are constructed from the five dimensions of senses,emotions,thinking,actions,and associated experiences.Except for the personal characteristics of tourists,all the items of the scale use the Likert five-level scale to collect the data and use SPSS software for empirical analysis,including the reliability and validity test of the data and the descriptive statistical analysis of the samples.The difference in experience of tourists with different characteristic backgrounds was analyzed by factor analysis and comparative analysis.The research results show that the existing service marketing system of Chengdu Museum is relatively complete,but there are still obvious deficiencies in the service marketing strategy,especially in personnel interaction,catering services,and lack of products.The survey data feeds back the basic scores of Chengdu Museum’s tourist experience and the differences in the experience of different tourists in different dimensions.Based on the 7Ps marketing strategy,it is proposed that in terms of products,it is recommended to improve supporting service products and optimize cultural and creative products;in the price strategy,adopt flexible pricing methods to increase sales;in terms of marketing channel strategy,promote close cooperation between travel agencies to expand tourists across the country,pay attention to online marketing;in the sales promotion strategy,strengthen off-season publicity and promote museum membership;strengthen training and optimization management in personnel strategy;in the tangible display strategy,speed up the development of digital display and increase immersive experience facilities and equipment;in process management,pay attention to details,install digital information collection devices to gain an in-depth understanding of tourists’ visiting habits and other specific marketing strategies and measures.During the research process of this thesis,the interdisciplinary research integration of museology,tourism and marketing has been further deepened.The research innovation lies in taking the tourist experience as the starting point,and puts forward specific optimization measures from the seven aspects,which provides a reference for the comprehensive museum’s marketing strategy research and empirical analysis methods.