Article http://dx.doi.org/10.26855/jhass.2024.01.013
An Exploration of Design Museums’ Niche Communication Strategies in the Perspective of the Long Tail Effect
Dan Xu1,2,*, Rahah bt. Hasan1
1Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, Kuching, Malaysia.
2School of Design & Art, Yancheng Institute of Technology, Yancheng, Jiangsu, China.
*Corresponding author: Dan Xu
Published: February 21,2024
Abstract
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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How to cite this paper
An Exploration of Design Museums' Niche Communication Strategies in the Perspective of the Long Tail Effect
How to cite this paper: Dan Xu, Rahah bt. Hasan. (2024) An Exploration of Design Museums' Niche Communication Strategies in the Perspective of the Long Tail Effect. Journal of Humanities, Arts and Social Science, 8(1), 83-87.
DOI: https://dx.doi.org/10.26855/jhass.2024.01.013