“萌文化”下的故宫目的地品牌营销分析

Analysis of destination brand marketing of the Forbidden City under the“cute culture”

“萌文化”风靡的当下,故宫顺应时代的潮流,以“萌”为营销理念建立其独特的品牌营销模式。通过将传统文化与“萌文化”的有机融合,进一步增强消费者的品牌认同和品牌归属感,以及提升故宫的品牌影响力。文章以故宫为分析对象,梳理了“萌文化”下的消费者行为特征,以及故宫目的地品牌营销特点和营销模式,以期为其他旅游目的地进行品牌营销提供借鉴。

With the popularity of“cute culture”,the Forbidden City follows the trend of the times and establishes its unique brand marketing mode based on the marketing concept of“cute”.Through the organic integration of traditional culture and“cute culture”,it will further enhance consumers'brand identity and brand belonging,and enhance the brand influence of the Forbidden City.With the Forbidden City as the object of analysis,the paper sorted out the consumer behavior characteristics under the“cute culture”,as well as the brand marketing characteristics and marketing mode of the Forbidden City destination under the“cute culture”,in order to provide reference for other tourist destinations to carry out brand marketing.