Application of Integrated Marketing Communication: Integrated Marketing Strategies of the Palace Museum's Cultural and Creative Products under New Media Age

Abstract

In the new media era when traditional culture and commercial economy integrate with each other, the support of national policies and the sprung-up of Internet information technology have driven a "cultural and creative fever" among the museums across the country. In the past five years, cultural relic units have utilized their rich collection resources to develop CACPs that are of both utility and high appreciation value, which not only effectively spreads outstanding traditional cultures, but also increases the economic income of the museums. However, there are still inadequacies in product development and marketing methods in the cultural and creative market nowadays. Firstly, a number of museums are lack of innovation, stuck in selling "souvenirs" instead of "creative products". Secondly, they fail to establish their own brand image due to inefficient marketing. But the Palace Museum has made great achievements in cultural and creative business, leading the development of CACPs into a new era. Therefore, through literature survey, questionnaire survey and case analysis, this study attempts to analyze the integrated marketing strategies adopted by the Palace Museum in the marketing of its CACPs from the perspective of IMC theory in terms of two levels of integration. This research also attempts to bring implications to other museums with affluent cultural resources, hoping that they can make use of their own cultural IP resources to develop excellent products and create a unique brand image, thus attracting more consumers and better spreading the traditional Chinese culture.