Research On The Communication Strategy Of Suzhou Museum From The Perspective Of Integrated Brand Communication

The development of mobile Internet has had a subversive effect on brand communication.The brand communication boundary has been broken,the brand communication path has been changed,and the traditional brand communication strategy is facing new challenges.How to reshape the relationship between brand and consumer has become the key point of brand communication.With the free and open promotion of various museums in China,museum brands are increasingly favored by consumers."Museum punching" has gradually become a way of leisure and entertainment for consumers.The brand spread of museums has brought about the popularity of museums.The realization of the museum's social and economic benefits.But how to make consumers love the museum brand not only stays in the "museum punching",but also enhances the deep interaction between the museum brand and the consumer,and maintains the relationship between the museum brand and the consumer for a long time and benefits both,and realizes the value creation.It has become an important proposition in the study of museum brand communication.This paper selects "Suzhou Museum" as the main research object,and takes"Integrated Brand Communication Theory" as the main research theory,and studies the brand communication subject,brand communication core,brand communication medium and brand communication path of Suzhou Museum.Firstly,through the analysis of the main body of brand communication in Suzhou Museum,it is concluded that the consumer's internal demand is transformed into the expression of values,the social behavior of consumer behavior and the transformation of consumer form into groups.The brand communication of Suzhou Museum is social consumer.Secondly,from the perceived material space,the constructed spiritual space,and the reshaped social and cultural space,the core of the Suzhou Museum's brand communication is analyzed.The Suzhou Museum exists as a cultural spiritual space.Thirdly,from the brand communication media to analyze the Suzhou Museum's specific practice of mobile cross-media "two micro-ends" to achieve the integration of brand contact point.Then,based on the core value of the brand,the analysis of the brand communication path of Suzhou Museum is carried out.Finally,the study combines the analysis of the brand communication effect of Suzhou Museum,and proposes an optimization strategy applicable to the status quo of Suzhou Museum brand communication,in order to provide reference for the current museum brand communication.