Wenqi Chi
Jinan University Shenzhen Tourism College, Shenzhen, Guangdong, China.
*Corresponding author: Wenqi Chi
Abstract
This comprehensive study endeavors to delve into the variances prevalent in the digital operations of Chinese versus international museums. It accomplishes this by meticulously examining and comparing the e-commerce strategies adopted by two prominent institutions: the Palace Museum, an embodiment of China's rich heritage, and the British Museum, a renowned cultural beacon in the West. The investigation highlights that due to geographical boundaries and distinct cultural contexts, both museums have unique strengths and trajectories in their digital advancement. The analysis showcases the divergent focuses of Chinese and foreign museums in their e-commerce approaches, offering insights into the nuanced strategies employed. Furthermore, the research aspires to furnish other museums with valuable digital development insights, enabling them to navigate the ever-evolving digital landscape more effectively. The findings from this study hold the potential to shape the future of museum digitalization by emphasizing the significance of tailored strategies that cater to specific cultural and geographical contexts.
References
Foresight Industry Research Institute China Museum Industry Market Outlook and Investment Strategy Planning Analysis Report.
Li, Wei. (2020). Analyzing the countermeasures of cultural and creative development of museums in China--Taking Beijing Palace Museum and Taipei National Palace Museum as examples. Museum, (04), 126-131.
Liu Shijie. Exploration of online marketing strategy of museum cultural creative products—Taking "Forbidden City Taobao" as an example [J]. Audiovisual, 2019(01):219-220. DOI: 10.19395/j.cnki.1674-246x.2019.01.111.
Research Report on Commercialization of Wenbo IP in China, 2021.
Shi Lingge, Sun Zihui. Analysis of online marketing of the Palace's cultural and creative products in the social media era [J]. Journal of Mudanjiang Normal College (Philosophy and Social Science Edition), 2018(06):18-25.
10.13815/j.cnki.jmtc(pss).2018.06.003.
Wei Wang, Bo Wang. (2019). Research on museum e-commerce operation strategy—taking the British Museum as an example. Business and Economic Research, (4), 109-111.
Wu Sheng. On the Path of Museum IP Development for Small and Medium-sized Museums in the New Era [C]. Proceedings of the 2018 Annual Meeting and Academic Symposium of the Professional Committee of Famous People's Residences of the Chinese Museum Association: 2018:36-43.
Zhang Xiaobo. Analyzing suggestions on market positioning and marketing strategy of the cultural creation of the Forbidden City [J]. Journal of the Forbidden City, 2016(01):168-181.
Zhang Xiaobo. Marketing environment analysis of cultural products of the Forbidden City [J]. Journal of the Forbidden City, 2015(01):400-413.
Zhao Zhehao. Analyzing the operation strategy of British museums focusing on audience [J]. Chinese Museum, 2021(03): 126-132.
Zhou Yaxian. The Road of E-commerce of China's Cultural and Creative Products—Taking Beijing Palace Museum as an Example [J]. Modern Marketing (Business Edition), 2020(04):81-82. DOI: 10.19921/j.cnki.1009-2994.2020.04.048.
How to cite this paper
Comparison of Chinese and Foreign Museum Operation Strategies from the Perspective of E-commerce—The Example of the Palace Museum and the British Museum
How to cite this paper: Wenqi Chi. (2024) Comparison of Chinese and Foreign Museum Operation Strategies from the Perspective of E-commerce—The Example of the Palace Museum and the British Museum. Journal of Humanities, Arts and Social Science, 8(5), 1198-1204.
DOI: http://dx.doi.org/10.26855/jhass.2024.05.023