Research On Chinese Museum Brand Communication In The Whole Media Environment

In recent years,along with the state's support for the cultural and creative industries and the continuous development of social media,China's cultural and creative industries have received increasing attention and development momentum.As an important position to carry and spread traditional culture,the museum began to appear more in the eyes of young people and became a "net red" and "punch" place.The leader is undoubtedly the Palace Museum.In 2011,the sensational crisis of the “Ten Gates” of the Palace Museum caused a great negative impact on its brand.After that,the Palace Museum implemented many measures around the restoration and improvement of the brand image: the Palace Museum overhaul,the collection cleanup,the expansion of the open area,and the increase of the exhibition.A number of powerful initiatives in quantity and quality increase the value of its tourism.In addition,the Palace Museum is the key to brand communication,and has carried out a series of IP development and communication activities around the Forbidden City,attracting a lot of fans.The documentary "I am at the Palace Museum to repair cultural relics" has won many cultural relics restorations,cultural programs "National Treasures" triggered "National Treasures",the National Palace Museum Wenchuang sales revenue exceeded 1 billion...The ancient Palace Museum in the all-media environment Maximize the value of the brand,and use the skillful and creative all-media operation to add a new,lively and intimate brand new cultural brand element based on the original,solemn and distanced image of the Palace Museum.Despite this,there is still some problems in the brand communication of the Palace Museum.The first "Shangyuan Lantern Festival" not only caused the dispute of the Forbidden City to become "Di Dian",but also exposed the limited carrying capacity of the online booking system and the proliferation of "yellow cattle tickets".The "Forbidden City Hot Pot" also caused the Palace Museum to once again fall into the dispute of excessive commercialization.This paper cuts through the perspective of brand communication,and takes the Palace Museum as the research object,explores the status of brand communication in the whole media environment,and analyzes and summarizes its brand communication characteristics.At the same time,using quantitative statistics and content analysis methods to explore and analyze the effect of brand communication,through the analysis of the news headlines of 676 samples from the National Palace Museum in the past three years,and the analysis of 295 sample messages in its official WeChat public account,the Forbidden City was presented.The museum's brand image in the mass media and the audience's perception,and on the basis of summing up its successful experience to explore its improvement,in order to provide a feasible exploration of the Palace Museum,other cultural brands and even the construction of China's national image.