Research On The "Super IP" Construction Strategy Of Forbidden City Cultural And Creative Brand

The Palace Museum was a royal palace of the Ming and Qing Dynasties,also known as the "Forbidden City".It has both the imperial court culture and the traditional Chinese culture that has been circulating for thousands of years.In the modern Forbidden City,it is also the largest museum in China.It bears the educational guidance function facing the society and the public,and the obligation to inherit traditional culture.The multiple identities of the Forbidden City make it rich in cultural connotation,which is the source of the connotation of the R & D and design of the Forbidden City.In recent years,the Forbidden City Cultural Innovation has become a hit in the museum's cultural innovation,both in terms of product types and sales.It is far ahead of other museum cultural and creative products.The success of the Forbidden City Cultural and Creative Brand is inseparable from its original brand building strategy.From the perspective of the product innovation of the Palace Museum,the Palace Museum firmly grasped the fundamental element of traditional culture,and used the "creativity is a new combination of old elements" as the main theory to expand the application of the old elements in the new era.Cross-border combination of new elements,and a summary of the creative style of cultural and creative products of the Forbidden City.From the perspective of the communication strategy of the Forbidden City,it is carried out in three aspects: the concept of communication,the channels and methods of communication.The communication concept shifts to "audience" as the center and focuses on the transfer of "artisan spirit".The communication channel is different from the traditional media communication in the past,and the research on the innovation strategy of communication channel is carried out on social media,video communication and VR technology.In terms of communication methods,younger forms of interaction and communication content are emphasized,and two-way connection with the audience is more emphasized.From the perspective of fan-related strategies,establish a fan-focused interaction system,build a community system,integrate fans into the production process,and jointly shape the brand value.Form online and offline integrated sales channels,and use hunger marketing strategies and viral marketing strategies to realize cash flow.Based on the above-mentioned specific research conclusions,we can clarify some inspirations for the creation of other cultural,cultural,and creative brands.The specific manifestations are as follows: in product strategy,adherence to cultural heritage is the core competitiveness;only by focusing on product upgrades can it remain hot.In terms of communication strategy,form a matrix to expand brand influence;expand the communication scene with new media.With regard to fan-related strategies.