Using SWOT Analysis to Solve the Problem of Forbidden City Brand Influence under the Background of New Media

Abstract

The Palace Museum is not only comprehensive but also the largest museum of ancient Chinese culture and art. The Palace Museum brand is a cultural and creative brand derived from the landmark buildings of the Palace Museum through publicity and transformation in the new media era. The cultural and creative brand refers to the value transformation and empowerment of products by relying on personal wisdom and modern scientific and technological means this research seek to analyze the connection between consumers’ impression of the Palace Museum brand and brand loyalty in the new media background of Z era. This analysis concluded that the Palace Museum brand should not be over-commercialized or influenced by the fast-selling atmosphere of the Z era to reduce the actual value of the brand. As a state-supported transformation brand, the Palace Museum brand had a rich cultural value base and production resource support, but it abused brand IP to produce low-quality products due to the atmosphere of the times, resulting in a decline in brand image and loyalty. Therefore, in this context, due to the negative impression brought by the sub-brand and the strong internal and external competitive factors, the brand's image positioning has deviated, the value is reduced, and the brand loyalty is reduced. This paper uses SWOT analysis to split the overall factors of the Palace Museum brand to find solutions.