Digital Marketing and Service Strategies for Sustainable Development of Visual Culture

Abstract

Sustainability is an increasingly important topic internationally, but scant studies focus on the sustainability strategies of niche art museums, especially in Asia. Therefore, this study explores sustainable development strategies for niche art museums, with the M+ Museum of Visual Arts in Hong Kong as the case. The authors apply the PEST analysis to examine external influences on the sustainability of M+ based on the three pillars of sustainability to reveal the current problems of M+. The findings indicate the main sustainability problems of M+ include limited publicity, overpricing, lack of public cultural literacy, and limited coverage of social activities. Thus, the authors suggest strategies centered on building a multifunctional online community, including expanding online services for members, designing and selling electronic peripherals, developing online visual culture education programs, pushing events regularly, establishing a materials mall, inviting artists into the digital community, and designing a VR collection display.

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