Study On The External Communication Of Chinese Museums In The "Internet +" Era

As a social and public cultural service institution,museums shoulder the heavy responsibility of protecting and inheriting excellent traditional culture,as well as an important carrier of the country's external communication of culture and so called the “name card” of a country.With the rapid development of Internet and information communication technology,traditional information dissemination of ecological environment and the law has been broken,museum professionals must identify the development situation of the Internet + era,grasp the characteristics of the spread of the Internet and think deeply about how to use the Internet to improve the ability of external communication,thus giving play to the role of "cultural go out" important carrier.This paper aims to find out new ideas and methods of museums external communication through literature review,content analysis,case study and other methods,so as to fill the gaps in the field of external communication of the museum industry.Chapter one is the introduction.This paper introduces the research background,significance and purpose of this paper,makes a detailed literature review of the research status at home and abroad,introduces the research methods and research ideas of this paper,and explains the innovation and shortcomings of this paper.The second chapter is the basic concept and characteristics.This paper introduces the main meaning and basic characteristics of "Internet +",and summarizes the general situation of the development of "Internet +" era and the characteristics of its existence in each period,laying a foundation for the follow-up discussion on the external communication of museums in this specific era background.The third chapter is related overview and theoretical basis.By collecting and sorting out relevant literature,and using the theoretical tools of communication and management,the author analyzes the characteristics and difficulties of Internet information communication,and combines the characteristics of museums themselves to discuss the goal,significance and challenges of "culture going global" carried out by museums through the Internet.The fourth chapter is the current situation of domestic museums' external communication.Take Zhejiang Art Museum,China Low-carbon Museum,Chinese Cartoon& Animation Museum as examples,the pavilion in the actual use of the Internet to spread foreign visit the present situation and the situation of research and analysis the cause of the problem,and organize the audience questionnaire and havemuseum audience symposium,understanding the Internet audience pain points and requirements,to prepare for the next step in view of the problems put forward solutions.The fifth chapter is the countermeasures and ideas for the development of museum Internet external communication.Based on the contents of the first four chapters,this chapter proposes how to integrate the Internet communication thinking into the museum's external communication in an all-round way,and gives countermeasures and ideas to the common problems in the Internet external communication of museums,so as to give play to the role of cultural communication carrier.