The Study On Optimization Of Marketing Strategy Of The Virtual Chengdu Museum Based On Visitor Perceived Value

Museums,as the soul of a city,are the carrier of historical memory.They serve as the crystallization of human wisdom and bear precious memories of the emergence and development of civilization.With the development of Internet technology and the catalytic role of the COVID-19,virtual museums gradually become an Effective supplement and functional extension for the traditional museum.Virtual museums are a new form of museum.They,with a theme of museum,combine all kinds of information technologies and multimedia technologies to provide users with free browsing,simple interaction and rich exhibits,showing the audience a brand-new way of participation and visiting experience.Virtual museums have been widely accepted and deeply welcomed by tourists owing to their own unique advantages,and have become a new fashion of museum tourism.Because of the particularity of exhibits presentation and the virtuality of environment construction,however,some problems have arisen,such as low tourist satisfaction,insufficient publicity and an unsound marketing system,which seriously affects the development of virtual museums.With the collection,organization and analyses of relevant literature at home and abroad,it is found that the research on virtual museums in China is still in its infancy,and there has been no recognized mainstream research conclusion on the construction of marketing and promotion system of virtual museums.However,through the review of foreign literature,it is revealed that it is gradually becoming a trend to study tourists’ subjective psychological satisfaction from the perspective of "tourists’ perceived value".Visitor perceived value is to evaluate the value of tourist destinations from the perspective of tourists.For the value of virtual museums,the main subject of evaluation is tourists,whose subjective evaluation and psychological perception of tourists will ultimately affect the tourism image and external influence of the virtual museum,and meanwhile impact the social value and educational functions of the virtual museum.Therefore,this study introduces the theory of perceived value into the value evaluation system of virtual museums,constructs the dimensions of perceived value suitable for virtual museums,and explores tourists’ satisfaction in various value dimensions of virtual museums.Finally,with the help of the Marketing Theory of 7Ps,optimization suggestions are put forward for the marketing strategies of virtual museums in all dimensions,providing ideas for the sustainable development of virtual museums.The Chengdu Museum is the largest comprehensive museum in Chengdu,attracting many visitors with its distinctive regional characteristics and historical cultural features.In recent years,the Chengdu Museum has explored the construction of a virtual museum,but its virtual venue has failed to meet the needs of visitors,whether in terms of its exhibition forms and visitor attraction,or of the traffic gained,marketing and promotion,making it difficult to adapt to visitors’ requirements for virtual museums in the post-epidemic era.Therefore,this study,taking the virtual venue of Chengdu Museum as an example,adopts the methods of literature analysis,in-depth interview,questionnaire survey and mathematical statistics.Firstly,it analyzes the development background and current situation of the virtual museum.Then the tourists’ value perception is systematically analyzed and summarized.With the integration of a mature value perception measurement scale and the characteristics of the Chengdu Museum’s virtual venues,the measurement dimension of visitors’ perceived value is constructed for virtual museums.The conclusion is drawn through questionnaire survey.Finally,a universal conclusion is reached on the tourist perception and marketing strategy of virtual museums,which will bring enlightenment to the subsequent construction of virtual museums.