FN ISI Export Format VR 1.0 PT J TI Marketing Strategy for the Chinese Palace Museum Museum's Tourism IP Brand Products AF Fuchangqing, Xu AU Fuchangqing, X AB The Chinese Palace Museum has become a milestone for the Chinese nation by bringing together nearly 600 years of palace changes and thousands of years of cultural wisdom. In order to understand the future trends and development of the Chinese Palace Museum’s tourism IP brand products. This bachelor thesis provides an excellent opportunity to understand the market for the Palace Museum’s tourism product through a literature review of the concept of IP branding, describing its use and current status. Through qualitative interviews, questionnaires and specific case studies, we determine the economic benefits that can be achieved, analyze marketing strategies that influence consumer behavior and decisions for the Palace’s tourism IP brands, as well as assess the potential of the market. In addition, the problems and countermeasures of tourism IP brands in the marketing strategy and their contribution to the development of tourism in the country are also implemented in the recommendations. ER