Developed Social Media Marketing for Changde Museum
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Abstract
s digital technology continues to evolve, museums must adopt innovative marketing strategies. Currently, Changde Museum suffers from limited visibility, low visitor numbers, and it lacks a comprehensive marketing plan to increase its visibility and visitors. The purposes of this study were to: 1) analyze the marketing characteristics of the top ten most searched museums in China; 2) gather the current marketing issues faced by Changde Museum; and 3) develop a social media marketing model tailored to Changde Museum. Semi-structured interviews were conducted with Changde Museum staff to gain insights into the existing problems by studying the social media marketing characteristics of the top ten most searched museums in China. A social media marketing model was proposed for Changde Museum. The findings revealed that these top ten most searched museums in China maintain well-developed social media presences, produce content that is closely aligned with their identities, foster strong interactivity, and exhibit well-established brand building. The proposed social media marketing model in this study offered practical guidance for enhancing Changde Museum’s media marketing, enabling it to expand its reach, enrich interactive engagement, and boost public participation. This study contributed to the emerging field of social media marketing in Chinese museums. The analytical framework and proposed model offer valuable references for further research.
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