Research On Brand Communication Of The Forbidden City In Beijing

The development of the Chinese museum industry has a history of more than 5,000 years.Judging from the development history of the Forbidden City in Beijing in the past ten years,the Beijing Forbidden City has a clearer idea of brand building and communication than other museums in China.The “Forbidden City” in the museum industry has become a brand and has become a model for other museums to learn.This paper sorts out the practical experience of Beijing Forbidden City in brand communication,and regards it as the research object,analyzes the status quo,strategy and existing problems of its brand communication,and provides experience for other museums in brand communication and operation.Firstly,it summarizes the concept of the brand,brand value and brand communication of the museum and related theories.Secondly,it analyzes the brand communication status of the Forbidden City in Beijing from the main body and audience of the brand communication,communication content,media and channels.The main body of the communication,the analysis of the problems and problems in the brand communication of the Forbidden City in Beijing;finally,based on the status quo of the brand communication of the Forbidden City in Beijing and the thinking of the problems in the process of communication,suggestions for the brand communication of the Forbidden City in Beijing,I hope this article can be Provide some reference and inspiration for the museum's brand communication related research.