Marketing Case Analysis of Self-media Marketing Strategies of the Palace Museum Cultural Creative Products
Abstract
Digital transformation presents critical challenges for cultural heritage institutions. As public engagement expectations evolve and funding models shift, museums require sustainable strategies balancing preservation integrity with innovative audience engagement. While social media adoption is widespread, a significant gap remains regarding systematic mechanisms converting cultural assets into multi-dimensional stakeholder value without compromising authenticity. This study examines China's Palace Museum as an exemplar of digital cultural innovation. Employing a mixed-methods approach, this research integrates document analysis of official annual reports (2018–2023), systematic content analysis of 1,200+ social media posts across WeChat, Weibo, Douyin, and Bilibili, and theoretical framing through Integrated Marketing Communication (IMC) and Stakeholder Value Creation Theory. Triangulation of quantitative metrics, qualitative audience feedback, and institutional documentation ensures analytical robustness.Findings reveal a validated four-stage value conversion pathway: Cultural Resource Digitization establishes foundational authenticity; Emotional Narrative Embedding bridges historical significance with contemporary relevance; Multi-platform Resonance amplifies reach through ecosystem synergy; Sustainable Value Generation closes the loop by reinvesting commercial outcomes into core mission activities. Outcomes include 42% increased youth visitation (ages 18–30), ¥1.5+ billion annual cultural product revenue with 78% directly funding conservation, and 300% growth in digital archive usage.
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