Digital Marketing of Museum: How UCCA Achieves Audience Strategy on Red and Tiktok in China

Abstract

Over the last decade, the continuous development of network technology contributes to prosperous digital marketing. At the same time, the advancement of network technology has also revolutionized the lifestyle of the public.The relationship between business and audience has transformed into a more interactive nature through social media in the era of digital marketing. Therefore, this report aims, by using one of the most esteemed muse-ums in China UCCA as a model, to conduct research about how the museum industry practices its audience-oriented strategy in Chinese social media platforms, Tik Tok and Red Book. After analyzing UCCAs approach on Tik Tok and Red Book, this report gives out some recommendations based on the findings.