An Exploration of Design Museums’ Niche Communication Strategies in the Perspective of the Long Tail Effect
The Long Tail Effect first arose in the commercial field, but it is also applicable to the communication practice of design museums. The professional characteristics of design museums, together with the development of display methods, make the long tail phenomenon in design museums more and more pr...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
HiLL PUBLISHING
2024
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/44846/3/An%20Exploration.pdf http://ir.unimas.my/id/eprint/44846/ https://wap.hillpublisher.com/ArticleDetails.aspx?cid=2693 |
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| Summary: | The Long Tail Effect first arose in the commercial field, but it is also applicable to the communication practice of design museums. The professional characteristics of
design museums, together with the development of display methods, make the long tail phenomenon in design museums more and more prominent, that is, the mainstream audience, potential audience, and niche groups coexist in communication, for the mainstream audience to emphasize the sense of service and professional adhesion; while the potential audience pays more attention to the brand and the
open spirit of "creativity"; in order to learn to understand more knowledge. and the communication effect of the niche groups has more development potential. This paper analyzes the longtail phenomenon in the communication of design museums, derives the classification and characteristics of design museum audiences based on the longtail effect, and finally puts forward the segmented communication strategy
of design museums with precision, branding, and differentiation. |
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