Research On Brand Communication Strategy Of Site Museum Under Digital Technology Background

The site museum is a place for the protection of the ruins,and at the same time shows the audience relevant historical places,carrying its own various social functions.With the gradual improvement of the living standards of the audience in our country,the enthusiasm of the audience for the museum is increasing.At the same time,with the free opening of a large number of museums,how to attract more visitors to the museum is becoming more and more important to the remains of a museum that has not yet been free.The site museum as a social and cultural service organization,to enhance the brand image of the site museum,and to enhance the effect of the site museum brand communication is also the work content that must be taken seriously in carrying out its own promotion work.At the same time,with the continuous development of digital technology and the constant changes in the lifestyle of the audience,digital technology has played an even more important role in the work of the site museum.Based on the above background,through the collection and collation of relevant research results,the author finds that there is a lack of research in the relevant research on the brand work of the site museum from the perspective of communication science,and thus the author has determined the research direction of this research.Due to the macroscopic setting of the topic,the author chose the Jinsha Site Museum as a case study for this study.It used questionnaires and other methods to conduct relevant research and explored the use of digital technology by the site museum in the context of digital technology,and the brand of the site museum.Spread the status quo.In the study,the existing digital technology application forms of the Jinsha Site Museum were classified.At the same time,the use of digital technology was the focus of the survey.Three dimensions were used in the brand communication effect: cognitive,emotional,and behavioral effects.The use of digital technology at the site museum investigated the impact of the audience.Through investigation and data analysis,the author found that the digital technology of the Jinsha Site Museum is diverse.However,the operation of cultural and creative products and Weixin Weibo public account are weak.Meanwhile,the brand image of Jinsha Site Museum has not yet been set up for audiences outside Sichuan.In this research,brand communication is taken as the research perspective.Withthe site museum as the research object and the status quo of the Jinsha Site Museum,the use of digital technology in the site museum under the background of digital technology is deeply analyzed.The digital technology is also used to analyze the brand communication of the site museum,Proposed aiming at the shortcomings in the brand communication of the site museum at present,put forward the specific optimization strategy so as to promote the ruins museum to better shape its own brand image and enhance the effect of brand communication work.