Journal of Finance Research | Volume 03 | Issue 02 | October 2019

Journal of Finance Research https://ojs.s-p.sg/index.php/jfr

ARTICLE Marketing Strategy Analysis of the Palace

Qi Wang1* Huan Liu1 Kaiyi Liu2 1. School of management, Shandong University of Technology, Zibo, Shandong, 255000, 2. Shandong University of Science and Technology, Qingdao, Shandong, 266000, China

ARTICLE INFO ABSTRACT

Article history The development of cultural innovation is benecial for to give Received: 8 August 2019 full play to their cultural advantages and improve their economic benets, accordingly forming a virtuous circle. This paper analyzes the cultural Revised: 13 August 2019 and creative brand marketing environment and strategy of the Palace Mu- Accepted: 24 October 2019 seum, hoping to provide some references for other museums through the Published Online: 31 October 2019 analysis and summary of cultural and creative brand marketing strategy of the . Keywords: The Palace Museum Cultural and creative industries SWOT analysis Non-prot organizations

1. Overview of the Palace Museum vantages, seize the opportunity of cultural and creative de- velopment, actively explore ways of cultural and creative ith the continuous development of the econo- innovation, and enhance the resonance between people my, people’s consumption types have changed and museums, so as to meet the growing spiritual and cul- Wgreatly. As the material life has been basically tural needs of the people and better inherit the excellent satised, the proportion of material consumption has been traditional culture. The cultural innovation of museums increasing; people pay more and more attention to spiri- faces great opportunities for development. tual and cultural life. As the place with the most abundant Palace Museum, as the imperial palace of Ming cultural deposits, museums should rely on their own ad- and Qing dynasties, has a long history and many collec-

*Corresponding Author: Qi Wang, Female, a native of Zibo in Shandong Province, associate professor; Correspondence address: School of Management, Shandong University of Technology, No. 88, Gongqingtuan West Road, Zhangdian District, Zibo, Shandong, 255000, China; E-mail: [email protected]. About other authors: Huan Liu, Female, student of Shandong University of Technology; Kaiyi Liu, Female, Student of College of Humanities and Law, Shandong University of Science and Technology. Fund Project: One of the research results of Shandong University Humanities and Social Sciences Research Project “Research on Customer Segmentation and Marketing Innovation Based on Decision Rough Set” (Project No.: J12WF86).

16 Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 Journal of Finance Research | Volume 03 | Issue 02 | October 2019 tions, with extraordinary historical and cultural deposits. that the integrated development of cultural creative and Among many museums’ cultural and creative brands, the design services and related industries has become a na- Palace Museum is the leading cultural and creative brand. tional strategy. Since 2016, a series of policies and regu- It is loved by the people with its vivid and lively style lations have been issued to encourage the development of and image, and its sales have been rising continuously. In cultural and creative industries. In 2017, the state admin- 2017, the Palace Museum’s cultural and creative revenue istration of cultural heritage set the 2020 development tar- reached 1.5 billion yuan, 50% more than that of 2016. get of building 50 brands of cultural and creative products Developing museum cultural and creative industries for museums. can help to link up cultural education and commercial market better. With the better spread of the outstanding 2.1.2 Economic Environment Analysis traditional culture, and the popularity of cultural relics at China’s economic development level continues to im- the same time, the museum promotes itselves economic prove, among which the most obvious is the continuous development. The economic benefits can be used in the improvement of residents’ living and consumption level. museum own construction and the social culture educa- After meeting the basic material needs, people’s demand tion, to realize win-win economic benets and social ben- for cultural consumption continues to increase. In 2018, ets. the per capita disposable income of urban residents The in Beijing is the quintessence of increased by 8.7 percent, 7.8 percent, 8.4 percent, 6.7 ancient Chinese imperial architecture. It is one of the larg- percent, or 11.2 percent, over the previous years. The in- est and most complete ancient wooden structures in the crease of residents’ income and expenditure indicates the world. improvement of their purchasing power, and the increase Museum of Beijing imperial palace was established in of education, culture and entertainment consumption ex- 1925. It is the and Qing dynasty two gen- penditure indicates the increase of consumers’ demand for erations of the royal palace. Its collection was established cultural consumption. on the basis of China’s comprehensive museum, which is one of the biggest ancient cultures of China . 2.1.3 Analysis of Social and Cultural Environ- 1862690 pieces of relics have been collected in the muse- ment um. The museum is the largest collection of cultural relics and museum in the world, and is one of the most abundant The country attaches more importance to the development cultural resources have profound international inuence. of traditional culture and the continuous improvement of Beijing Palace Museum cultural products development national cultural level, people attach more importance to Co., LTD was established in 1981. Since 2008, the Palace cultural issues, and “culture” has become a hot word in Museum has begun to change the design and marketing the society. In China, with a long history and culture, how ideas of cultural and creative products, making full use of to inherit and carry forward the excellent traditional cul- the rich cultural relics collection resources of the Palace ture has become the focus of the whole society. With the Museum, and combining the traditional cultural charac- rising voice of “let cultural relics live”, people are more teristics of the Palace Museum and modern life to carry and more fond of entering museums, and the desire to buy out product research and development. In 2013, the sales cultural and creative products of museums is also increas- of cultural and creative products of the Palace Museum ing. reached 600 million Yuan. 2.1.4 Technical Environment Analysis

2. Marketing Environment Analysis of the In terms of technological environment, the first is the Palace Museum rapid improvement of Internet technology. First of all, the big data of the Internet provides a reference for the design 2.1 Macro Environmental Analysis of cultural and creative brands of museums. Designers 2.1.1 Analysis of Political Environment can fully understand consumers’ needs and preferences through the Internet, so as to better design cultural and Since 2014, the state has issued a series of relevant pol- creative products. Secondly, the development of the In- icies to promote the development of cultural innovation ternet greatly widens the sales channels of cultural and industry. Several opinions on promoting the integrated de- creative products of museums. As the network shopping velopment of cultural creative and design services and re- more and more prosperous now, good network infrastruc- lated industries issued by the state council in 2014 marked ture construction and Tmall, Jingdong and other online

Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 17 Journal of Finance Research | Volume 03 | Issue 02 | October 2019 trading platforms provide opportunities for museum cul- marketing talents, who are familiar with the marketing op- tural and creative brand, the Internet for museum cultural eration system, so as to carry out the design, development and creative sales provides a new and amazing possibility. and sales of cultural and creative products more effective- Finally, museums can make full use of AI technology and ly. various network social media software to display cultural The Palace Museum cultural and creative products and creative products to consumers in a clearer and more come with the popular IP of “Palace Museum”. The sales convenient way, shorten the distance with consumers and of cultural and creative products of the Palace Museum make culture warm. are closely related to the huge ow of the Palace Museum. With the continuous improvement of education level and 2.2 Micro Environmental Analysis the gradual change of people’s consumption mode, people 2.2.1 Internal Environment of the Palace Museum pay more attention to traditional culture. More and more people are willing to go to museums. In 2018, the num- The Palace Museum is a comprehensive museum of China ber of visitors to the Palace Museum reached 17 million. based on the imperial palace of Ming and Qing dynasties. Great social attention has laid a solid foundation for the As the imperial palace of Ming and Qing dynasties, the cultural and creative development of the Palace Museum. collection of the Palace Museum has reached 1862,690 pieces so far. The Palace Museum has a complete range of 2.2.2 Competitive Environment Analysis collections, including , , steles, sculp- Among the competitors, in addition to other museums tures, ceramics, various fabrics, ware, ware, which are developing rapidly in China, there are also gold and silver ware, daily necessities, jewelry and jade. foreign museums cultural and creative brands like British Shan Jixiang was the director of the Palace Museum museum which enter China to explore the Chinese market. from 2012 to 2019. After taking office, the Palace Mu- (1) Domestic Museum Cultural and Creative Competi- seum has been renovated and upgraded through Internet tors and digitization, so that people can understand the culture Since the beginning of the new century, many muse- of the Palace Museum more conveniently through the ums in China have started to design and market cultural Internet. Exploring the Palace Museum’s rich collection and creative products, along with the strong support of resources is to create a unique cultural and creative brand. national policies for cultural and creative undertakings of The combination of “meng” and the Palace Museum sol- museums and the high attention of the society to cultural emn and dignified image makes it more down-to-earth. and creative products of museums. Under the series of operations of dean Shan jixiang, the The Palace Museum in Beijing, the palace of the Ming popularity and reputation of the Palace Museum have and Qing dynasties, has a collection of Numbers, types been greatly improved, and the sales of cultural and and rare degree that most museums in China cannot creative products have also been increasing. The Palace match. As a large-scale comprehensive museum in China, Museum has become the leader of cultural and creative the Palace Museum is one of the three major muse- museums in China. ums in China. Its cultural relics are mainly from the royal The Palace Museum has a special cultural and cre- collections of the Palace Museum in Beijing, the Summer ative department. In the institutional setting of the Palace Palace and the Shenyang palace, which have the same Museum, cultural and creative business division is listed roots as the Palace Museum in Beijing and similar cultural prominently, which is mainly responsible for the manage- characteristics. At the same time, although Taipei Palace ment of cultural and creative business of the Palace Muse- Museum has fewer collections than Beijing Palace Muse- um. His work includes formulating and implementing the um, its cultural and creative industry has developed early development plan of cultural and creative undertakings and formed a mature sales model, which is one of the Pal- of the Palace Museum, designing and developing cultural ace Museum’s strong cultural and creative competitors. and creative products closely related to the culture of the In addition, cultural and creative products of domestic Palace Museum according to the rich cultural deposits of museums, such as the , Nanjing the Palace Museum and numerous precious collections, museum and museum, have also developed rap- and designing and organizing various forms of cultural idly, and they fully explore the cultural characteristics of promotion activities. The establishment of independent each museum for product design, use the Internet and oth- institutions enables the Palace Museum to have profes- er channels to expand sales, change the sales mode, and sional and clear leadership in the development of cultural become strong competitors of domestic museums. and creative business, as well as professional design and (2) Cultural and Creative Competitors of Foreign Mu-

18 Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 Journal of Finance Research | Volume 03 | Issue 02 | October 2019 seums Museum, evaluated by the sales team, and nally market- The British museum opened in China in 2018. On July ed. Professional marketing team can strongly promote the 1, 2018, Tmall agship store of the British museum was development of cultural and creative brand of the Palace ofcially launched, and within a month of its launch, all Museum. the products in the flagship store were snapped up. By Many Sales Channels May 2019, the number of followers of the agship store The sales channels of cultural and creative products of the British museum reached 677,000. of the Palace Museum include online and ofine. Ofine Founded in 1753, the British museum is the oldest and channels include the Palace Museum’s cultural and cre- grandest comprehensive museum in the world. It is one of ative museum, children’s experience museum and pop-up the ve largest museums in the world, just like the Palace shops. The online store includes the ofcial online store Museum. It has a collection of more than 8 million pieces, of the Palace Museum, Tmall agship store of the Palace including cultural relics from different cultures around Museum, taobao store of the Palace Museum, and the the world. Rich cultural resources are the solid foundation agship store of jingdong palace mall. for the development of the British museum’s cultural and B. Weaknesses creative brand. As a result of collect numerous, British Insufcient Understanding of the Market museum can choose the cultural relic with high degree of As a non-prot organization, the Palace Museum is less cultural identity, strong cultural amorous feelings as in- familiar with the market than other cultural and creative spiration source, develop a series of cultural and creative companies. The grasp of the market is not enough to cap- products, for example the adhesive tape that designs with ture market hot spots and development trends sensitively. Rosetta stone for prototype, cup, charge treasure to wait. As the personnel of the Palace Museum belong to the gov- The development and operation of the British museum ernment organization, the talent attraction is not enough, cultural and creative brand is mainly undertaken by the and the enthusiasm for cultural and creative business is British museum Co., LTD. In 1973, British museum Co., not enough. LTD. was founded. It mainly cooperated with manufactur- Disordered Architecture ers through authorization mode to develop products based Cultural and creative products the Palace Museum cul- on museum collections. tural service center, management ofce, the Palace Muse- (3) SWOT Analysis um press and the Palace Museum cultural communication A. Strengths company all have cultural and creative business. Multiple Rich Cultural Deposits cooperation Windows and disordered architecture result After the Ming and Qing dynasties, the Palace Muse- in inevitable product overlapping, market competition and um has a large and complete collection of gold and silver r&d mistakes. jade, calligraphy, , , all kinds of fabrics, On December 9, 2018, the cultural and creative muse- household articles, etc., which can provide sufcient in- um of the Palace Museum launched a series of lipsticks spiration for the research and development of cultural and of the Palace Museum, which was the rst time that the creative products. The Palace Museum has a unique tradi- Palace Museum made lipsticks across different lines and tion of royal culture, so in product design can form a dif- aroused great popularity. The lipstick products also sold ference with other museums through royal characteristics, out quickly. Later, the Palace Museum taobao issued a unique. statement on its ofcial weibo account saying that it was High Brand Awareness the original one, adding that the original lipstick and lip- As one of the world’s ve major museums, the Palace stick will be on sale on Tuesday. The owner of the cultural Museum is a popular tourist destination in Beijing and a and creative center of the Palace Museum makes custom- palace in the Ming and Qing dynasties. With a long histo- ized gifts and takes the high-end route. The Palace Muse- ry, it enjoys high popularity and reputation, which is more um store in taobao is mainly in low-end positioning with conducive to building a cultural and creative brand. More- the cute adorable image. The two positioning is different, over, the high attention brought by popularity enables but due to the development of the Palace Museum make- more effective product promotion, expansion of purchase up series at the same time led to the collision. and discussion in the sales process of cultural and creative C. Opportunities products. National Policy Support Professional Marketing Team The state attaches more and more importance to cul- The Palace Museum has teams responsible for different tural development and puts forward a series of policies categories of products, which are designed by the Palace for the development of cultural and creative industries in

Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 19 Journal of Finance Research | Volume 03 | Issue 02 | October 2019 museums. Relevant laws and regulations have been grad- property rights, cultural and creative products are easily ually improved. These points out the direction of cultural pirated and counterfeited, which greatly damages the im- and creative products of museums and create a good “soft age of museums while infringing the interests of cultural environment” for cultural consumption of cultural and and creative enterprises. The museum is engaged in the creative products of museums.[1] pilot work of cultural and creative product development, Expand Sales Channels Through Technological De- which is an emerging thing and a typical representative of velopment knowledge-intensive industry. [2] With the continuous development of Internet technolo- gy, the development of e-commerce has become more ma- 3. Cultural and Creative Brand Marketing ture, and the new media channels based on Internet tech- Strategy Analysis of the Palace Museum nology have become more and more wide, all of which 3.1 Product Strategy provide opportunities for the development of the cultural and creative industry of the Palace Museum. Cultural in- 3.1.1 Brand the Palace Museum novation of the Palace Museum continues to enrich and improve its marketing network on the basis of the Internet, The establishment of the museum cultural and creative and has built a complete and orderly online and offline brand is inseparable from the long history and culture of sales system. On the basis of new media, new marketing the museum and the public’s recognition of the museum methods are constantly put forward to attract consumers, style. Through the excavation of collection of cultural expand the coverage of the population and provide more relics and cultural deposits, the museum nd suitable for opportunities for sales. their own cultural characteristics, and then based on this The Level of Public Consumption Has Been Raised design products, brand building is the top priority. and the Pattern of Consumption Has Been Changed The Palace Museum has rich cultural deposits and People pay more and more attention to cultural con- distinctive styles. On this basis, the brand cultural and sumption, and the demand for various cultural and cre- creative products designed by the Palace Museum all have ative products is increasing. And, with the development strong characteristics of the Palace Museum, which can of Internet technology, people are more and more accus- greatly attract consumers. tomed to booking Tours through mobile phones or buying 3.1.2 New Product Development goods online. D. Threats To conform to the trend of The Times and design new There Are Many Cultural and Creative Museums products according to the needs of consumers is an im- with Increasingly Fierce Competition portant factor to ensure the sustainable development of With the support of the state and the public’s high en- enterprises in the future. Cultural innovation of the Palace thusiasm for the cultural creation of museums, more and Museum has always maintained a high level of r&d and more museums begin to develop cultural and creative design ability in new product research and development, industries. Among them are the Taipei Palace Museum, and highly grasped the market demand. While meeting the which is similar to the Palace Museum in Beijing in cul- needs of consumers, it has highly maintained the brand tural and creative style, as well as the national museum characteristics of the Palace Museum, integrated the spirit of China, Suzhou museum, Shanghai museum and other of creativity and craftsmanship, and constantly enriched museums with different cultural styles. the product categories to create a high-quality brand. In In addition to domestic museums, there are foreign mu- 2018, the number of cultural and creative products in the seums represented by the British museum. These foreign Palace Museum exceeded 10,000, including imitation famous museums continue to expand the market and enter cultural relics, books, daily necessities, jewelry, stationery China, which has also caused a certain impact on the cul- and cosmetics, which fully meet people’s consumption tural and creative brands of domestic museums. needs. Difficulties in Intellectual Property Rights Protec- In terms of product positioning, the Palace Museum’s tion early cultural and creative products were almost all high- With the continuous development of the cultural and end gifts. With the continuous exploration of consumer creative industry, the deficiency of domestic intellectual demands and preferences, the Palace Museum cultural property rights protection is gradually revealed. Due to innovation has designed a series of products that combine the lack of awareness of intellectual property rights and fashion and tradition for the consumption needs of young the lack of national laws on the protection of intellectual people. These products are relatively low in price and con-

20 Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 Journal of Finance Research | Volume 03 | Issue 02 | October 2019 form to the consumption level of mass groups. They are other goods in the store. Eggs are divided into six cate- cute, fashionable, modern and traditional culture, which gories, ranging from 5 yuan to 25 yuan. The products are are deeply loved by consumers. random, but the menu price is far lower than the sale price In terms of product packaging, the Palace Museum cul- of the goods on the shelves. Taking advantage of consum- tural and creative brand has always adhered to the charac- ers’ curiosity and cheapness, it can not only clear the in- teristics of the Palace Museum. The cultural and creative ventory of outdated products, but also open up the market products of the Palace Museum are exquisitely packaged with low prices and interesting sales mode. and full of elements of the Palace Museum. The Forbidden City taobao also operates a member- ship system. The Palace Museum taobao has set up a 3.2 Price Strategy tiered membership system for loyal consumers who buy 3.2.1 Pricing Strategy ultural and creative products on a regular basis. Ordinary members need to spend more than 180 yuan, no discount; The Palace Museum has a variety of cultural and creative Senior members need to spend more than 500 yuan, en- products. In the process of product pricing, prices vary joying 9.9 discount; VIP members will enjoy a discount according to different USES and materials of cultural and of 9.8 if they spend more than 1000 yuan. VVIP members creative products. The Palace Museum has set up different who need to spend 5000 yuan enjoy 9.8 discount. product categories and price ranges for consumers with different purchasing power. Aiming at students and young 3.3 Channel Strategy people with low consumption level, stationery, daily ne- 3.3.1 Physical Stores in the Palace Museum cessities and other products with relatively low price and strong practicability are designed. For high-income groups The Palace Museum has a large number of visitors. In or- and enthusiasts of cultural relics, jewelry, high-end, imi- der to make full use of this advantage, there are three mu- tation of utensils and cultural relics and other high prices seums in the Palace Museum, namely, the forbidden acad- suitable for gifts or collection of goods. emy, the Palace Museum cultural and creative museum, Compared with other similar products in the market, and the Palace Museum children’s experience museum. the cultural and creative products of the Palace Museum In 2015, the Palace Museum set up a cultural and are relatively expensive. However, due to their high brand creative museum in the Dongchangfang of the Palace reputation and value, stable quality and well-designed Museum to celebrate its 90th anniversary. Eight unique design, the slightly higher prices are also accepted by the exhibition rooms, including silk, clothing and life, are set public. up in the Palace Museum to exhibit and sell various cul- tural and creative products. As the “last exhibition hall” of 3.2.2 Discount Strategy the Palace Museum, the Palace Museum of cultural and The cultural and creative products of the Palace Museum creative experience can meet the desire of visitors to “bring are relatively higher priced than similar products in the the culture of the Palace Museum home” after visiting the market. In order to attract more consumers, cultural and Palace Museum. creative products of the Palace Museum often adopt dis- In 2017, the Palace Museum opened a children’s ex- count strategies such as discount off shelves and member- perience hall. The children’s experience museum is used ship discount. to carry out various cultural and educational themed ac- In the Palace Museum taobao store product classica- tivities targeted at children in the Palace Museum, so that tion, out of print promotion section is prominently in the children can better contact with excellent traditional cul- list. Due to the rapid upgrading of product research and ture and cultivate their interest in excellent traditional Chi- development, some products have passed the popular peri- nese culture, so as to better inherit the excellent traditional od, and consumers’ buying enthusiasm gradually declines. . Second, it is used to display and sell all The failure to timely sell results in inventory overstocking. kinds of cultural and creative products specially designed The Palace Museum will classify such products as out-of- for children, so as to expand the coverage of sales groups print promotions, and the preferential price will stimulate and increase sales. consumers’ purchasing desire and further expand the mar- Along with the exhibition, the museum will design a ket to some extent. cultural and creative exhibition hall. Most of the cultural In the taobao store of the Palace Museum, the number and creative products sold in the exhibition are designed one sale is classified as random eggs in the out-of-print according to the exhibition content. For example, in the promotion area. Consumers can buy eggs after buying Spring Festival of 2019, the Palace Museum held an ex-

Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 21 Journal of Finance Research | Volume 03 | Issue 02 | October 2019 hibition entitled “celebrating the New Year in the New um culture jingdong ofcial agship store, and the Palace Year in the Forbidden City” and set up a cultural and Museum cultural and creative store micro store with all creative exhibition hall of the Palace Museum. Taking kinds of cultural and creative products as sales content. the Spring Festival as the theme and combining with the Tmall agship store published by the Palace Museum sells cultural characteristics of the Spring Festival in the Palace all kinds of books published by the Palace Museum. The Museum, a series of cultural and creative products were success of the Palace Museum cultural and creative brand designed, which were deeply loved by visitors. is inseparable from online sales. Nearly half of consumers buy cultural and creative products of the Palace Museum 3.3.2 Physical Stores outside the Palace Museum through online platforms.

In order to broaden its sales channels and attract more 3.4 Promotion Strategy consumers, the Palace Museum has also set up special stores for cultural products, pop-up stores and some cul- 3.4.1 Advertising tural and creative galleries for exhibitions outside the mu- seum. Palace Museum cooperation variety “national treasure”, The exclusive stores of cultural products of the Palace attracted a lot of the traditional culture has a strong inter- Museum are set up in Beijing, and other cities, est in the audience, documentary I take cultural relics in authorized by the Palace Museum, so that consumers can the palace, “to make people more curious to the Forbidden have more convenient access to the culture of the Palace City culture and yearning, in November 2018, the Palace Museum. Museum ‘TV show” on the new palace “, the product de- In 2018, the Palace Museum began experimenting with sign process combined with the spread of television media pop-up shops. Pop-up shops combine the culture of the effect, both highlighted the programs to watch, also cre- [3] Palace Museum with modern life, selling cultural and cre- ates the brand of the Forbidden City to build momentum. ative products of the Palace Museum. In February 2018, 3.4.2 New Media Marketing I set up a pop-up shop named “my heart” in taiguli, san- litun, Beijing; In August 2018, the Palace Museum and the (1) Weibo Marketing world trade organization jointly held “Forbidden City vis- Weibo, as a leader in the eld of new media, has a large itors” pop-up stores, which toured , Xiamen, Shang- user group and a growing number of active users. Weibo hai and Shishi. The establishment of pop-up shops enables is the main platform for the promotion of the Palace Mu- people from different cities to experience the charm of the seum, which integrates the culture of the Palace Museum Palace Museum while shopping and purchase cultural and and the image of show MOE into the published content, creative products they like. Second, more people can par- creating a brand image completely different from the ticipate in the activities in pop-up shops to better spread previous stuffy and boring. The Palace Museum cultural the excellent traditional culture. innovation has successfully expanded its brand awareness through a series of hot topics such as “palace cat” and “I 3.3.3 Online Sales Channels want to be quiet” through its down-to-earth copywriting The online sales platform provides a brand new possibility on weibo, so as to integrate the cultural innovation of the for museum cultural and creative sales. Due to the contin- Palace Museum with young consumers. At the same time, uous development of Internet technology, the continuous the Palace Museum can communicate directly with con- maturity of e-commerce, the lower cost of online sales sumers through its weibo platform, narrowing the distance and a wider range of audiences, the Palace Museum is with the public and drawing on excellent Suggestions actively building an online sales platform while opening for product design and promotion more effectively, thus [4] ofine physical stores. Today, the online sales channels of forming a virtuous circle with consumers and the market. the Palace Museum include Tmall agship store of cultur- (2) Wechat Marketing al innovation of the Palace Museum, taobao store of the The Palace Museum has attracted large Numbers of Palace Museum, ofcial agship store of Jingdong culture consumers with humorous articles since it opened a pub- store of the Palace Museum, micro store of cultural in- lic account called WeChat. For example, in August 2014, novation store of the Palace Museum, and Tmall agship WeChat released the article “yong zheng: I feel lovely”, store of the Palace Museum publishing. which used digital means to animate “yong zheng’s plea- The Palace Museum cultural and creative Tmall flag- sure map” and popularized historical knowledge with hu- ship store, the Palace Museum taobao, the Palace Muse- morous and interesting language. The article was read by more than 860,000 people within 48 hours. In 2016, the

22 Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 Journal of Finance Research | Volume 03 | Issue 02 | October 2019

Forbidden City once again hit the friends circle with an in China is as follows: H5 page “to see you through the Forbidden City”. Ming (1) Build a Professional Team chengzu said “Rap” wearing sunglasses, which made The team composed of professionals is a strong guar- the emperor in the history book appear on his mobile antee for the promotion and sale of cultural and creative phone WeChat ofcial account. [5] products in museums. The team should include product r&d and design personnel, network technology and new 4. Inspiration to Other Museums’ Marketing media operation personnel, marketing planning and sales personnel. Professional product design and development More and more museums begin to explore and develop personnel can fully explore the cultural characteristics of cultural and creative industries. However, the cultural and the museum, design a strong brand characteristics, attract creative industry of museums is seriously polarized. Most consumers to buy products. Professional marketing per- of the cultural and creative industries of museums do not sonnel are familiar with market rules and can better grasp develop well, with low prots and low popularity. As of consumer demand, build museum brand image on the December 2016, there are 2,256 museums in China recog- basis of museum’s own characteristics, constantly expand nized by relevant national institutions as having cultural the market, expand sales channels, formulate reasonable and creative product development capability and industri- and complete marketing plans and implement them. New al scale, but these museums’ cultural and creative brands media operators should be equipped with Internet tech- do not shine. There are three main reasons. nology and professional knowledge of e-commerce, and (1) Lack of Professional Talent Team, Lack of Market- be able to cooperate with sales personnel to expand brand ing Awareness awareness, better establish the cultural and creative brand Museums belong to non-prot organizations, and as a image of museums, and promote the sales of cultural and result of their institutional nature, many museums do not creative products of museums. set up special cultural and creative departments and do not (2) Cross-Industry Brand Alliance to Expand Popularity have professional marketing teams. In addition, the cul- Cross-border cooperation with excellent brands in oth- tural and creative department of some museums is staffed er industries can expand the popularity of museums and by other departments. Although these people are familiar attract more consumer groups. Museums should look for with museum cultural relics in Beijing, they are not pro- brands similar to their own styles or in line with their own fessional in marketing. Without a professional marketing consumer groups, carry out joint cooperation for mutual team, these museums cannot timely grasp the market benet, and expand publicity with the help of the popular- needs and design marketing plans suitable for themselves. ity of both sides to attract more consumers’ attention. (2) Inaccurate Market Positioning and Lack of Brand The Palace Museum continues to expand its coverage Characteristics and improve its brand awareness through cross-border Many museum products still stay at the level of shod- cooperation, with the help of the popularity of both sides dy reproduction of cultural relics, or follow the trend to and different consumer groups. At the same time, in the develop some common products in the market. These development of cultural and creative products, coopera- products are lack of creativity. They have not studied their tion teams will be trained on the culture of the Palace Mu- own cultural relics and advantages to find out the brand seum. The idea was put forward by the Palace Museum, features with high public recognition and distinctive per- then designed and produced by its partners. It not only sonality. Products that are poorly made and lack original- gives full play to the design and production expertise of ity and features will not be loved by consumers, and may the cooperative company, but also enables the Palace Mu- even damage the image of the museum. seum to strictly check the products, reecting the cultural (3) Lack of Awareness of Copyright Protection connotation of the Palace Museum. Both of them can ben- Because our country copyright protection law is not et from market segmentation.[7] perfect, there are some loopholes. At the same time, some On the Mid-Autumn festival in 2017, the Palace Mu- museums have a poor awareness of copyright protection, seum taobao cooperated with Beijing daoxiang village which leads to the flood of reproduction and counterfeit to design a limited quantity moon cake gift box named products on the market, which is not conducive to the “cuiyuemin hand”. The gift box package is exquisite, the development of the cultural and creative industry of mu- pastry design is also very rich Palace Museum charac- seums. Take “Forbidden City taobao” for example, many teristics, plus the Palace Museum and daoxiang village’s of its cultural and creative products can be found on the [6] high popularity and reputation, this gift box in the pre-sale Internet in the exact same pirated versions. stage was snapped up. In the Spring Festival of 2018, the The enlightenment to the marketing of other museums

Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210 23 Journal of Finance Research | Volume 03 | Issue 02 | October 2019

Palace Museum taobao cooperated with daoxiang village lectual property protection in cultural and creative to produce the “welcome New Year • su su hu” cake gift product development of museums -- a case study box. In 2017, the Palace Museum launched a long-term of zhongshan warship museum[J]. China Museum, image licensing cooperation with tencent game “miracle 2018(01):22-28. warm”. As the leading costume game in China, “miracle [3] Shi jun ting. Analysis on the development trend warm” has a huge user base both at home and abroad, and of cultural and creative products of museums -- a its users are mainly young women, which is in line with case study of the Palace Museum[J]. China Press, the cultural and creative consumer group positioning of 2019(08):10-11. the Palace Museum. [4] Cao yuzhuo. New media marketing and promotion of (3) Brand Building cultural and creative products of museums -- a case In the design and development of cultural and creative study of taobao in the Palace Museum[J]. Research products in museums, attention should be paid to ensuring on New Media, 2014, 4(09):54-55. the brand characteristics of products. As a place with a [5] Zhao yantong. Integrated marketing strategy analysis strong cultural atmosphere, museums should shoulder the of cultural and creative products of museums under responsibility of inheriting excellent traditional culture. the new economy——a case study of the Palace Mu- In the process of cultural and creative product design, seum[J]. Science and Technology Economic Guide, it is not possible to copy the same cultural relics. First, 2008, 26(29):182-183. it is necessary to find out the characteristics of museum [6] Shi jin. Analysis of online marketing strategies for culture that are different from other museums, so that cultural and creative products of museums——taking each museum has its own unique cultural character and cultural and creative products of the Palace Museum as an example[J]. Modern Marketing (Business Edi- temperament. Then, it combines historical and cultural tion), 2019(06):86-87. characteristics with modernization, and adds elements that [7] Mu xiaodie. Research on cultural and creative devel- are popular with modern young people, so as to create ex- opment strategies of museums under the background cellent cultural and creative products that are both brand of "Internet +"——a case study of the Palace Mu- characteristics and popular with young people.[8] seum in Beijing[J]. Journal of Journalism Research, References 2017, 8(21):251-252. [8] Yang jie, wang muran. Development strategy of [1] Yi ping. Cultural and creative product design of cultural and creative design of communication mu- museums in the context of cultural consumption[J]. seum in the era of "Internet +"[J]. Packaging world, Packaging Engineering, 2008, 39(08):84-88. 2017(05):10-11. [2] Lv changlin, zhuang songyan. Research on intel-

24 Distributed under creative commons license 4.0 DOI: https://doi.org/10.26549/jfr.v3i2.2210