故宫博物院跨界营销传播现状研究

Research on the Current Situation of Cross-Border Marketing Communication of the Palace Museum

摘要: 近年来，跨界营销作为新媒体营销中重要的形式之一，故宫博物院借助自身IP属性，与多品牌进行跨界联合，故宫博物院的跨界营销表现出色。然而即便是故宫博物院这一顶级文化IP，它的跨界营销之路也并非一片坦途，存在着跨界联名泛滥、跨界产品质量难以保证和IP授权混乱等问题。而故宫博物院要实现良好的跨界营销效果必须精选合作方、严守质量关以及强化授权体系。未来，故宫博物院的跨界营销如何在市场环境中寻求新的突破，值得我们进一步探索。

Abstract: In recent years, cross-border marketing has emerged as a significant form of new media marketing. The Palace Museum, leveraging its intrinsic IP attributes, has engaged in cross-border collaborations with various brands, demonstrating remarkable performance in this domain. However, even for a top-tier cultural IP like the Palace Museum, the path of cross-border marketing is not without challenges. Issues such as the proliferation of cross-border co-branding, difficulties in ensuring the quality of cross-border products, and chaotic IP licensing systems have been observed. To achieve effective cross-border marketing outcomes, the Palace Museum must meticulously select partners, rigorously maintain quality standards, and strengthen its licensing framework. The future of the Palace Museum’s cross-border marketing, and how it can seek new breakthroughs in the market environment, warrants further exploration.