新媒体时代故宫博物院跨界营销路径研究

Research on the crossover marketing path of the Palace Museum in the new media era

新媒体时代,跨界营销彰显了一种新锐的生活态度与审美方式。故宫博物院不断通过跨界营销多渠道、多方面地与公众建立联系,积极适应并通过跨界营销的策略以更加年轻化的方式呈现在大众眼前。通过研究跨界营销的概念及系列特点,分析跨界营销与"4I理论"的内在联系并进一步举例探索故宫博物院跨界路径,总结出新媒体时代故宫博物院跨界营销的路径选择。

In the era of new media,crossover marketing highlights a cutting-edge life attitude and aesthetic way.The Palace Museum constantly establishes contact with the public through multi-channel and multi-aspect cross-border marketing,and actively ADAPTS itself and presents itself to the public in a younger way through cross-border marketing strategies.Through the study of the concept and series characteristics of crossover marketing,this paper analyzes the internal connection between cross-border marketing and"4 I theory",further explores the cross-border path of the Palace Museum with examples,and summarizes the path choice of cross-border marketing of the Palace Museum in the new media era.