I故宫博物馆的跨界营销模式研究内 容 摘 要近年来，国家大力发展文化事业，又依托于新科技环境，利用媒体平台成为弘扬历史文化的传播途径，为博物馆跨界营销奠定了基础。在信息快速传播的时代，单一的商品属性很难满足消费者的购买欲望，因而跨界营销应运而生，跨界营销通过共享品牌资源、跨品牌组合的形式，满足了消费者对于产品功能性或非功能性方面的需求，并且这种跨界的方式在一定程度上能帮助消费者节约购买成本，使消费者产生购买欲望，从而有助于提高产品的销售量。实现了从产品导向到用户导向的转移，是一种以顾客为中心的营销理念。本文试图从跨界营销的角度，梳理故宫在跨界营销的探索路径，从产品跨界、电视媒体跨界、文化创意产品跨界三个方面梳理故宫当前的营销现状，找出故宫成功获得受众关注的创新渠道和营销策略。通过对故宫跨界营销的梳理，尝试为传统文化的推广与传播找到新媒体的借鉴经验和营销办法，为中国传统文化产业的传播传承与发展提供新思路和新方向。关键词：故宫文化；跨界营销；渠道推广IIStudy on the Cross-Border Marketing Model of The Imperial Palace Museum AbstractIn recent years, the country has made great efforts to develop cultural undertakings. Relying on the new scientific and technological environment, the use of media platforms has become a way of spreading history and culture, laying a foundation for cross-border marketing of museums.In the era of rapid information dissemination, it is difficult for a single commodity attribute to satisfy consumers' purchasing desire, so cross-border marketing arises at the historic moment. Cross-border marketing meets consumers' demand for functional or non-functional aspects of products through sharing brand resources and cross-brand combination, and this cross-border method can help consumers to save purchasing cost to a certain extent, make consumers generate purchasing desire, and thus help to increase product sales. It realizes the shift from product-oriented to user-oriented, and is a customer-centered marketing conc...
