从流量危机到网红展:艺术馆数字营销的场景困境与突破

From Flow Crisis to Internet Celebrity Exhibition:Scene Dilemma and Breakthrough of Digital Marketing for Art Museums

随着移动互联网的发展,传统艺术馆的“展览-出售”营销模式出现了流量与经营危机,有必要转向以消费者为驱动、以服务为导向的数字营销,通过“网红展”的场景变革实现转型突破。基于场景理论,通过案例分析探讨网红展在数字营销的基本框架:(1)Solution:聚焦艺术群体需求,提供多元化解决方案;(2)Information:依托信息塑造社会化营销渠道;(3)Value:聚焦价值,提升消费者感知价值;(4)Access:通过途径指引,提高潜在转播转化率。以此推动要素的现代化组合,建构出网红式艺术场景,引发消费者在自媒体上拍照打卡,进一步引发了传播裂变,形成巨大的社交流量。

With the development of mobile Internet,the“exhibition-sale”marketing model of the traditional art museum has appeared a flow and management crisis.It is necessary to turn to the consumer-driven and service-oriented digital marketing,and achieve the transformation and breakthrough through the scene transformation of“web celebrity exhibition”.Based on scenario theory,this paper discusses the basic framework of web celebrity exhibition in digital marketing through case analysis:(1)Solution:focus on the needs of art groups and provide diversified solutions;(2)Information:shape social marketing channels based on information;(3)Value:focus on value and enhance consumer perceived value;(4)Access:improve potential broadcast conversion rate through channel guidance.In this way,the modern combination of elements is promoted to construct an online celebrity-style art scene,which triggers consumers to take pictures and check in on the self-media,which further triggers the fission of communication and forms a huge social flow.