From Inside To Outside:Communication And Research On The Shaping Of Cultural IP In Beijing Palace Museum

As an ancient civilization with a history of 5,000 years and no cultural fault,China's history,tradition and museum culture are the essence of the traditional culture of the Chinese nation.In recent years,the state has promulgated a series of policies and regulations to encourage the development of cultural exhibition and cultural industry.China's museum industry has ushered in a new climax.Thinking and developing museum construction will help to show China's long history and cultural charm,help to meet the cultural needs of the public and enhance cultural connotations.However,at present,the dissemination and development of Chinese historncal museums and traditional culture are still facing many difficulties.With the help of the development of"cultural IP",the Beijing Palace Museum is different from other historical museums and has become the object of imitation by major domestic museums.The development of "cultural IP" in Beijing Palace Museum eases the contradiction and conflict between the traditional and heavy dissemination of "Palace Museum Culture"and the modern expression mode,and makes it integrate with the current market environment of culture and art,thus breaking through the bottleneck of development as a historical museum and forming a new and effective dissemination strategy.Under the background of changing social environment and developing economy and culture,actively discussing and implementing innovative driving forms of "cultural IP" communication strategy for Beijing Palace Museum can provide new momentum for the inheritance and development of other historical museums in the new era.Based on this,this study aims to solve the following questions-:How did the"cultural IP" of the Palace Museum come into being?What are the "cultural IP"discourses of the Palace Museum?What kind of cultural experience do audiences have about the development and inheritance of the Palace Museum?What factors affect the audience's attention to the Palace Museum?This paper tries to find the experience of developing"cultural IP''for the promotion and dissemination of other museums,especially historical museums,to provide new ideas and directions for the dissemination,inheritance and development of Chinese traditional cultural industries,and to help the development and inheritance of Chinese cultural industries in an all-round way.