| The city museum is an important part of the city's survival and development,helping the city to remember its past and present,is the concentrated embodiment of the spiritual civilization of the whole city.In the increasingly fierce competition,all walks of life in the society need their own independent brand,and in the process of seeking development,actively implement the brand strategy.Urban museums want to develop better,it is imperative to shape their own brand,and in the context of the rapid development of the Internet,with the help of new media information communication technology and other innovative technologies to formulate effective urban museum brand communication strategy.In the age of the Internet,city museums are no longer just traditional physical displays;they are now communicators A variety of forms and complex,mobile interconnection become the characteristics of communication,PC the client,mobile phone mobile,a variety of social media platforms,all kinds of live video sites,as well as digital media technology and virtual reality,augmented reality and other channels of communication,not only the transmission factors have changed,the way of communication is more diverse.This creates opportunities and challenges for the branding and dissemination of urban museums.The Internet drives the development and maturity of new media,connecting the whole world with each other,connecting different elements closely,and combining the traditional and key factors of museum with the city perfectly.The main point of this paper is to use the relevant knowledge of branding and advertising to analyze the brand shaping and communication mode of urban museums on the basis of communication.Through the interpretation of the importance of brand shaping in urban museums,this paper analyzes how urban museums can promote brand communication with the change of communication methods and methods in the Internet age.The paper mainly adopts the literature research,the field investigation,case comparison,interdisciplinary comprehensive research and other methods,and combined with specific practical cases to analyze,and finally put forward the strategy to deal with the problems.To explore the theme of brand shaping and spreading of urban museums under the background of Internet is helpful to the further development of urban museums,expand the brand influence of urban museums,enhance their social status,and have certain positive significance for the dissemination of urban culture and the construction of urban cultural image. |
