Research On Brand Communication Model On Series Wechat Public Platform Of Palace Museum Perspective Of Cultural And Creative Industry

With the improvement of the national living standard,the increasing material and cultural needs of people,as well as the national industrial layout and the promotion of the country's "soft power" of the real need,The development of cultural and creative industries is also attracting more and more attention from all walks of life.In the context of the development of cultural and creative industries,various regions and industries have mobilized their cultural innovation capabilities to seize the "new wind mouth" of economic development.Equipped with "Internet +" and by means of new media technology,the cultural and creative industry realizes the realization of product realization in all aspects of production and sales to bring profits for industrial development,and at the same time provides a new path for Chinese culture to radiate new vitality and move towards public life.Since 2015,the sales of cultural and creative products in the Palace Museum have exceeded 1 billion yuan in every year.As a national first-class museum,the Palace Museum has opened numerous WeChat public accounts and microblog accounts successively by virtue of its own advantages in cultural resources and "Internet +" communication thinking,which not only expands the sales channels for high-quality cultural products,but also widely spreads Chinese culture.This article selects three WeChat public Numbers run by the Palace Museum on WeChat,which is the "micro museum","the Palace Museum" and "Palace Museum culture".As a study sample,take the reading of "10w +" as the study samples from 2017 to 2018,and summarize the characteristics of the imperial palace in the development of the cultural industry under the use of social media for brand communication.In the hopes of gaining experience in the development of the development of the industry,to find out the problems that emerge,and to propose a specific strategy based on theories and research.From the perspective of cultural and creative industry,This paper adopts text analysis and literature analysis to analyze the brand communication mode and characteristics of WeChat public account.The full text is made up of five parts,and the first section is about the background and meaning of the topic.It combine that structure framework of the combing article with relevant research,finally puts forward the research method and innovation point.The second section Outlines the development of the cultural creative industry and the Palace Museum in the past.The third part of the Palace Museum series of WeChat public number brand communication research and analysis.The fourth part of the series of public Numbers of the Palace Museum is analyzed.The fifth part is an optimization strategy for the WeChat brand communication in the imperial palace.In this study,the specific theoretical framework is sorted out by summarizing and summarizing relevant research results,the research framework is mainly deployed around the serious ofWeChat platform of the Palace Museum,namely "micro Palace Museum","Forbidden City palace" and "imperial palace culture".In order to put forward the optimization strategy for the brand communication of the series official accounts of the Palace Museum.