Research On Integrated Marketing Communication Strategy Of Cultural And Creative Industry In The Palace Museum

As a special place in culture,the museum is the place that best reflects the traditional history and culture.With the vigorous development of the cultural industries,especially the cultural and creative industries,the traditional museum represented by the Palace Museum conforms to the development trend of the industry,and its unique cultural and creative industry is in the ascendant.The continuous development of the industry has brought continuous attention to marketing communication.Therefore,how to use the whole media means to strengthen the deep integration of the existing cultural resources of the museum with the emerging cultural industry,how to use the media to conduct integrated marketing to establish the museum cultural brand and enhance the brand influence.Promoting the development of the museum's cultural and creative industries is a question that every museum should consider when conducting media marketing in the cultural industry.Nowadays,although there are a number of representative success stories in the museum's cultural and creative industry in China,it is only a case,looking at the whole picture of the industry,unbalanced and imperfect industrial development,lack of creative and serious homogenization products,high-end products.The lack of such problems is still the most significant,leading to the rapid transformation of the museum's cultural and creative industries,which is a stumbling block on its development path.At the same time,in the external marketing communication,due to the lag of long-term industrial development and the backwardness of media propaganda,the external communication is weak,so that the museum's cultural and creative industries and their products have not been as successful as well-known foreign museums such as the Metropolitan Museum of the United Statesand the British Museum.The local brand is shaped by the outside world and the brand awareness is established.The Palace Museum's cultural and creative industry integrates the traditional history and culture of the Forbidden City,relying on the rich research results of the Forbidden City discipline,and leveraging the domestically developed media communication technology and rich domestic and foreign cooperation opportunities,it has become the representative of many museums' cultural and creative industries.At the same time,the continuous extension of the Forbidden City the cultural and creative product line has been deeply integrated into people's daily clothing,food,housing and transportation.There have been a number of high-quality explosive products that have received rave reviews and suitable for all ages.It can be said that compared with the serious and serious cultural atmosphere of the Forbidden City tradition,the cultural and creative Industry of the National Palace Museum has taken a unique cultural communication path and gradually penetrated the hearts of the people with a kind and humorous image.This paper takes the cultural and creative Industry of the National Palace Museum as the research object,and sorts out the process of its rise and development,the status quo and the cultural communication characteristics of the cultural and creative industries.On this basis,from the market positioning,marketing concept,product strategy,means of communication,offline entities The marketing method and other aspects further analyze the unique integrated marketing communication strategy of the Forbidden City Cultural and Creative Industry,and compare it with other famous museums in the domestic and international cultural and creative industries to summarize the integrated marketing communication advantages of the Forbidden City Cultural and Creative Industry.Through summarizing the advantages in the research,we found the shortcomings in the integrated marketing communication of the Forbidden City cultural and creative industries,and proposed improvement measures in a targeted manner,with a view to helping the development of the Cultural and Cultural Industry of the Forbidden City and the development of cultural and creative industries in other museums in China.It has certain positive significance for carrying forward the traditional excellent culture.