Research On Cultural And Creative Brand Marketing Communication Of Museum

The museum is a non-profit organization with functions of social education and cultural inheritance.In recent years,with the support of the Party Central Committee 's policy,various museums in China have begun to explore the development of cultural and creative industries,from traditional tourist souvenirs to cultural products that are frequently bursting.The museum's cultural creation has become a new trend.However,when I visited many local museums such as Anhui Museum,I found that there are many problems in the marketing and communication of cultural and creative brands.Some museums only have a single cultural and creative product and lack a clear cultural and creative brand image positioning and effective marketing communication methods.Even cultural and creative product information cannot be searched on its self-media platform,which is not only not conducive to cultural dissemination,but also easily increases the operating pressure of the museum itself.Beijing Forbidden City Cultural Creation is a leader in the cultural and creative industry team of the Museum.Under the call of "Let Cultural Relics Live",it is the first to create a cultural and creative brand.It uses a variety of marketing and communication methods to speak out.Since 2008,the Forbidden City Taobao e-commerce and The new media matrix began to promote cultural and creative products online.In recent years,the Forbidden City has launched a diversified and grounded brand communication through the launch of the Forbidden City APP,offline flash events,and trial marketing methods such as variety production and cross-border marketing.The annual sales of Chuangyi products exceeded 1.5 billion yuan,and it became a veritable "king of goods" and "selling master" in one fell swoop,and was followed by other museums.The Forbidden City cultural and creative based on ancient culture rejuvenated in the new era of consumption.Based on the sound communication theory and integrated marketing communication theory and other brand communication theories,this article conducts an empirical study on the brand communication of the Forbidden City's cultural and creative arts.The author first gave a detailed explanation of the relevant theories of the brand and the predecessors literature in the field of cultural and creative brands of the Forbidden City,and secondly,the macro environment(PEST analysis),internal conditions(SWOT analysis)of the brand communication of the Forbidden City cultural and creative development and the development of the cultural and creative products of the National Palace Museum The overview is described in sections,and then the author combines the brand marketing and communication theory to analyze the main brand communication strategies of the Palace Museum,including social media communication,cross-border marketing,variety marketing and offline flash,etc.,and based on Consumers set up survey questions in response to three stages of cognitive,emotional,and behavioral responses,using questionnaires to ascertain the brand awareness,loyalty,desire to buy,and the audience's perception of their various communication methods in the Palace Museum.Finally,according to the current problems of the Forbidden City cultural and creative brand,the six aspects of solving the confusion of IP authorization,attaching importance to copyright issues,avoiding excessive marketing issues,distinguishing between "pro-people" and "kitsch",promoting international communication,and innovating cultural and creative communication scenarios are as follows: The Forbidden City Cultural Creation provides optimization solutions and communication ideas.Among them,the live broadcast marketing and cultural creation + secret room gameplay in the section on Innovative Cultural Creation Communication Scenarios are new insights based on the characteristics of today 's Internet era.The cultural and creative brand communication in the local museum industry has practical significance.