Utilizing Museum Marketing Strategies to Help Xianyang Museum to Attract Visitors

DOI

10.2991/assehr.k.210519.142How to use a DOI?

Keywords

Marketing strategies, Xianyang Museum, 7Ps marketing mode, visitor-oriented, museum’s appeal

Abstract

The majority of the medium and small-sized museums in China trapped within a traditional management system that lacks the essence of innovation, which hinders their efforts to make positive changes to their marketing concepts. As the concept of marketing has gradually crept its way into museums, it provides the necessary push to transform their management to adapt to the market environment. In order to promote cultural development, museums must market themselves in such a way that solidifies their social service status, which is their primary objective. The purpose of the research on how museum marketing strategies can be utilized to help smaller-sized local museums attract audiences. Xianyang Museum will be researched as an example to consider the reasons for using museum marketing strategies to help museums extend their appeal to the general public.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xintian Liu
PY  - 2021
DA  - 2021/05/20
TI  - Utilizing Museum Marketing Strategies to Help Xianyang Museum to Attract Visitors
BT  - Proceedings of the 7th International Conference on Humanities and Social Science Research (ICHSSR 2021)
PB  - Atlantis Press
SP  - 713
EP  - 719
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210519.142
DO  - 10.2991/assehr.k.210519.142
ID  - Liu2021
ER  -