Research On The Fusion Communication Strategy And Effect Of Museum Culture Under The Vision Of "Internet Plus"

As a new social tool,the Internet is gradually infiltrating into all aspects of social life.It has constructed a new information dissemination environment and promoted the transformation and reconstruction of the social and economic development model.As "Internet Plus" has been mentioned in the national strategy,all walks of life are actively looking for ways to integrate deeply with the Internet.Traditional industries have also been further adjusted and transformed in terms of business models,business processes and communication strategies.In the process of the Internet infiltrating the mass material culture life,the cultural industry is striving to break the time and space of communication and to obtain a wider range of identification and dissemination in a way that is more in line with the mass media habits.As one of the most abundant public places in the modern society,the museum also faces this arduous “survival issue”.Today,the museum industry has undergone major changes.The National Cultural Relics Bureau issued the "Three-Year Action Plan for Internet + Chinese Civilization" in 2016,requiring the museum industry to adhere to the government's active guidance and social participation,give full play to the role of the market,and do a good job in information content and the implementation of cross-border integration and dissemination.In the end,a more diversified performance evaluation system will be established,so that it can effectively enhance the museum's communication and influence,and push the museum business to a higher stage of development.With the development of society,the public's understanding of the museum has deepened,and the duties and functions of the museum have been further expanded and extended,and its "propagation" function is constantly emerging.In the face of the new media environment,the new thinking with "cross-border integration" as the main symbol is constantly highlighted in the whole process of museum culture communication,which leads to many different new features in the past,such as fusion mode,communication channel,content ecological construction,Media selection,audience interaction,cultural value extension,etc.Based on the perspective of cultural communication,this paper explores thefusion communication strategy and communication effect of museum culture under the "Internet Plus" perspective,and discusses the current situation and challenges of museum cultural communication through case analysis,field research and questionnaire survey.It also analyzes the fusion of Communication Content,strategies and effects of museum culture in the "Internet Plus" environment,and finally discovers the problems in the process of communication,and proposes corresponding solutions.In this way,I hope to better inherit the museum culture and provide reference and reference for its balanced,positive and effective communication.In this way,it can provide reference and enlightenment for the balanced,positive,effective dissemination and inheritance of museum culture.