The Scene Communication Of Corporate Museum

After the industrial revolution,with the expansion of industry scale and industry competition,enterprises have gradually established brand awareness,attempting to convey corporate culture and establish a corporate image through corporate museum,a form of cultural construction.The objects,facilities,atmosphere and participants in the museum are interrelated and form a unique scene,giving the visit to museum a unique experience and emotional resonance.From the perspective of "scenario",this paper combines the related research of communication,sociology and marketing,and conducts detailed and in-depth analysis of corporate museums.First of all,the scene is divided into three types: physical scene,behavior scene and virtual scene.Three aspects are used to analyze the scene construction in the museum,the "field" : display theme and display style,the "view" : meaning generation,atmosphere creation and activity experience,and "human" : display perspective,route arrangement and media contact.Secondly,the scene communication paths are analyzed from the perspectives of the communication motivation,the communication role and the communication effect in the scene communication,and then from the inside,the interpersonal and the community communication to consider the action dimension of scene communication,and summarize the value of this form of communication in three aspects: corporate marketing,cultural gaze and urban scene construction;finally,combined with the problems of Chinese enterprise museums,give practical suggestions and future prospects from the perspective of the scene,in order to provide reference for the construction of corporate museums in China.