Art Comprehensive APP Scene Marketing Research

With the popularity of mobile Internet,the field of art has also joined the ecosystem of everything connected.Driven by intelligent media technology,the art industry ushers in the opportunity of mobile innovation,and derives a new format of art comprehensive app,which creates a new communication channel for art activities.Based on the perspective of scene marketing,this paper studies the art comprehensive app,takes the innovative concept of scene marketing as the theoretical support,combines with the specific marketing activities of selected cases,summarizes the application of art comprehensive app in scene marketing,and focuses on the scene marketing strategy and scene marketing mode of art comprehensive app.With the help of the product content and service functions carried by the scene,the art comprehensive app guides users to participate in the interactive experience of the scene,so as to stimulate users' consumption behavior and enhance the connection between users and the platform.On the one hand,the art integrated app transforms the original scenes,builds a scene system based on reading scenes,consumption scenes,exhibition scenes and lecture scenes,and implements targeted marketing strategies around these four scenes,so as to realize the benefit growth of advertising implantation,member services,content payment and system services.On the other hand,through the accumulation of scene marketing application experience,the art comprehensive app gradually forms a systematic marketing process,constructs the operation mode of o2 o scene marketing,social scene marketing and scene expansion marketing,widens the business scope of the operation organization,and constantly activates the cashing efficiency of the scene.Scene marketing not only provides the core power of market competition for art comprehensive app,but also helps art institutions complete digital transformation,and promotes the integration and development of art industry and mobile Internet.