Research On The Strategy Of Youth Of Culture And Creative Brands In The Palace Museum

With the rapid development of information technology,brands are subject to image construction,market positioning,product quality and other issues,which may lead to brand aging and weak communication.If enterprises want to occupy a place in the era of financial media,they need to attach importance to the construction of young brand,so that enterprises glow with new vitality.The Palace Museum has a history of 95 years and 600 years of the Forbidden City.It has witnessed the imperial changes in the Ming and Qing dynasties.It is a traditional cultural brand with a profound history.The Palace Museum is one of the world's leading museums in terms of scale and cultural heritage,and is a valuable "world cultural heritage".New era gave birth to the new consumers,mainly after 80,90,00 after group of young,become the main force of contemporary consumption,their consumption idea and consumption psychology has changed,like consumption,the pursuit of fashion and high-end,love anime,secondary yuan culture,popular "of culture","funeral culture" and other mainstream values.If a product wants to win market recognition,it is necessary to identify the target consumer group of the product and formulate corresponding marketing strategies to achieve the purpose of precision marketing.The Palace Museum after the insight into the current consumer trends,comprehensive brand positioning,adjust the marketing strategy,let each deep palace relics "live",to carry out the "show MOE" marketing,build "web celebrity" the Palace Museum,won the love of the young consumer groups,successfully explored the Forbidden City and road of the brand younger.Through the analysis of the development status of the Palace Museum,this paper understands the current development environment of the museum cultural innovation and the significance of adopting the Palace Museum as the model.It uses PEST analysis and SWOT analysis to analyze the macro environment,advantages and disadvantages of the cultural innovation of the Palace Museum under the current environment.By drawing from communication,advertising,marketing and other theoretical knowledge of the Palace Museum to accurate brand positioning,brand younger including brand image reconstruction,brand market positioning,brand content communication,on the basis of accurate positioning in young media strategy,make full use of new media platform for online promotion,to build brand awareness,enhance brand visibility,in line with the entity shop and exhibit enhanced the Forbidden City and offline brand influence,to explore how creates the brand as a text of the palace "younger" online and off-line marketing methods.Finally,according to the Palace Museum cultural and creative brand youth exploration for other museums cultural and creative industry transformation to put forward feasible Suggestions,has profound theoretical and practical significance.