Research on the Cultural and Museum Intellectual Property of Yongle Palace

Abstract

This paper explores the potential of IP development in China’s cultural industry by taking Yongle Palace in Yuncheng City, Shanxi Province as a case study, focusing on how to construct and promote cultural intellectual property to enhance its market value and influence. Despite Yongle Palace’s significant status in traditional Chinese culture, it lags behind other well-known cultural attractions, such as the Forbidden City and Dunhuang, in terms of recognition and marketization. Addressing this phenomenon, the study first analyzes the main challenges faced by the site’s cultural and creative products-limited market reach and constraints in promotional resources-and draws on successful international IP cases and IP operation strategies from other domestic attractions. On this basis, the research proposes a comprehensive set of IP construction and marketization strategies for Yongle Palace, including but not limited to innovative product design, adoption of strategies targeting younger markets, and cross-brand collaboration. By examining the historical and artistic value of the murals and architecture of Yongle Palace, the paper deeply explores various aspects such as the palace’s murals and architecture, and further develops and constructs iconic cultural industry intellectual property (IP). Additionally, the paper presents a detailed study on the promotion and marketization strategies of Yongle Palace IP, designing a comprehensive IP marketing plan covering aspects such as clothing, food, accommodation, travel, and entertainment, with the aim of enhancing the influence and market value of Yongle Palace’s cultural intellectual property. This research is of significant importance for improving the commercial benefits of China’s traditional cultural heritage, and for providing practical pathways for the marketization and internationalization of the cultural industry.