A Research On Brand Communication Strategies Of The Cultural Creative Products In The New Media Environment

In the era of creative economy,museum cultural and creative products(hereinafter referred to as “cultural and creative products”)gradually entered the public eye.Cultural value theory believes that the development of cultural resources for cultural resources will promote the appreciation of cultural value and the development of cultural and creative industries.Scholars at home and abroad There are many studies on cultural and creative industries.Based on this,it is of value to study the brand communication of cultural and creative products.In the new media environment,the status of communicators and audiences has changed.According to social media marketing theory,corporate brand communication should pay attention to the user's participation and its evaluation and attitude towards the enterprise.The Palace Museum(hereinafter referred to as the “Forbidden City”)Cultural and creative products are representative cultural and creative brands in China.Taking the Beijing Palace Museum as an example,it is of theoretical and practical significance to study the brand communication strategy of creative products in the new media environment.The first chapter,based on the social media marketing theoretical framework,summarizes the status quo of brand communication of the Palace Museum's cultural and creative products.The Palace Museum's brand communication is mainly through creating valuable content to attract users,multi-channel promotion and dialogue.The second chapter uses a questionnaire survey to investigate the brand awareness and exposure of Forbidden City cultural and creative products,and uses SPSS to analyze and sort the data.The survey is divided into brand contact investigation,brand awareness investigation,and personal situation investigation.It draws three conclusions: descriptive analysis,correlation analysis of personal situation and brand awareness,and cross analysis of personal situation and brand contact.In the third chapter,according to the status quo of the brand communication of the National Palace Museum and the conclusion of the questionnaire,it summarizes the success of the brand communication of the Palace Museum.This paper was found that the Forbidden City's cultural and creative brand positioning was clear,brand awareness was high,content reached accurately,and brand interaction was effective.The fourth chapter,based on the success of the brand communication in the Forbidden City's cultural and creative industries,proposes strategic revelations for the development of cultural and creative brands in the new media environment,including refined brand positioning,precise content reach,and interactive brand dialogue.