Research On The Status Quo Of IP Communication In The Forbidden City

The Palace Museum after six hundred years of ups and downs had been changed from the administration and residence for the ancient emperor to the national museum today.In recent years,the Palace Museum has seized the opportunity to make the full use of its own cultural resources,through the operation of social media,the creation of cultural related products,be on show in variety TV shows and documentaries,and joint marketing,a series of measures have made a successfully transformed the Palace Museum,build itself into a "super IP".It not only presenting a new image to the audience,narrows the distance between the audience and the Palace Museum,but also created good economic and social benefit.This article first defines the meaning of the concept of "IP".analyzed the advantages of the Palace Museum that can be built into "super IP",and the process of building the Palace Museum into "super IP".Secondly,focused on the analysis of the communication strategy of the Palace Museum IP.Then analyze the communication effect of the Palace Museum IP through some data.Finally,it pointed out some of the problems exposed during the IP operation of the Palace Museum and made some personal suggestions tentatively.