Study On Museum's Brand Building And Development Tendency In Digital Media Environment

The extension of media environment has been further expanded.The method of brand shaping has upgraded.It can increase experience and communication between audience and the museum through the multi-sensory interactive display.A variety of culture creative products,combined with modern fashion elements is exploring the depth of cultural value of the museum.Social media can help to build a characteristic image of the museum,further strengthen the relationship with audience and museum brand.As a cultural institution,traditional museum tends to make a serious impression on public.Digital media technology with cultural content eliminates the audience's cultural distance,improves the appeal of traditional culture and creates a brand image of museum.Digital media provides a new platform.It helps museum to find a new way of branding and the dynamic display,text and design,promotion and interaction.Digital media technology of museum helps to breakthrough the limits of time,space,geography and population,and expands the function of museum.At the same time,it also helps to increase the economic benefit and social benefit,and expands the radiation field of museum branding.This paper analyses the theories related to museum branding,situation of development of museum and digital media,including the necessity of integration,form,function and characteristics of the museum branding.It combines with practical and empirical analysis,comprehensive interdisciplinary research method,literature research method,as well as the future development trend analysis.It helps to find a method of Chinese museum branding and provides new ideas to museum branding practice.