The Study On The Brand Building Of Museums In A New Media Environment

Traditional museums often bring serious and dull stereotypes to the public.It is difficult to improve the attraction to the public and the bottleneck of the inheritance and development of history and culture.In the context of the country's vigorous promotion of cultural soft power,China's museums have gradually begun to transform.The museum not only fulfills the important mission of preserving cultural relics,but also subtly extends the functions of education,scientific research,entertainment and cultural exchange.The attributes of the museum determine that it must give full play to its functions.Therefore,efforts to narrow the distance with the audience and expand the influence of the brand image have become the direction of the museum's efforts to develop.The development of media technology has reshaped the traditional museum's information dissemination model.Facing the increasingly complex communication environment and the personalized cultural needs of the audience,the museum has also begun to explore branding in the new media environment.With the diversified interaction methods and digital presentation methods of the new media,the museum has eliminated the sense of cultural distance from the public and established a lively and friendly brand image.More and more people have begun to walk into the museum and get to know the museum.The emergence of new media has injected fresh blood into the museum industry,and the museum has become a "living" space with a historical and cultural temperature.In the past,most of the researches on museums were from the perspectives of archeology,museum science and other disciplines.From the perspective of communication,exploring the branding of museums in the new media era can better highlight people's growing spiritual and cultural needs,and also prove that museums are a special Cultural communication function of the media.This article adopts a case study method,selects the Hunan Provincial Museum,one of the eight national key museums,as a case study,and uses a combination of literature analysis and interdisciplinary research methods to explore how museums in the transition period can find suitable brand communication strategies through branding.To overcome the current bottleneck of development.The thesis is divided into four parts.The first part combs the research ideas of this article based on relevant domestic and foreign research.Using the 5W model as a framework,it analyzes the elements of the museum's new media from the four aspects of communication subject,communication content,communication channel and communication audience,and sorts out the relevant aspects of brand building.Based on the theory,the museum explores its brand development.The second part analyzes the image positioning,function positioning and value positioning of Hunan Provincial Museum with the brand positioning theory in marketing.This article believes that museums,as non-profit public cultural institutions,pay more attention to social benefits than corporate branding.Therefore,to build a good museum brand image,it is bound to face more severe challenges.But in recent years,technological updates,policy support,and successful demonstrations of the Forbidden City brand have also brought opportunities for the new media branding of the Hunan Provincial Museum.The third part combines the three major elements of brand building: advertising,marketing,and public relations.It focuses on the form of new media brand building in the Hunan Provincial Museum from the aspects of brand presentation,brand promotion,brand marketing,and brand development,and discovers the Hunan Provincial Museum.It is also actively using various new media methods to enhance the brand image,and has achieved good results in exhibition,publicity,and building the cultural industry chain.However,it is still in the initial stage of exploration and trial.On the premise of maintaining the original advantages,Full consideration should be given to the adaptability of technology and content.The fourth part rose from a case analysis to a macro perspective again,summing up the problems of over-emphasis on technology,homogeneous communication,and polarization of museums in the process of using new media to enhance the brand image of the museum.At the same time,it proposed corresponding improvement strategies for the future.The branding of the museum provides some useful references.Taking museums on the “fast train” of new media and accelerating the building of brand image will help to follow the trend of the times and promote the rapid development of China's museum business..