A Comparative Study On The Brand Communication Of Cultural And Creative Products Of The Palace Museum On Both Sides

In recent years,the upsurge of cultural and creative products has gradually risen.Many relevant cultural units represented by the Palace Museum on both sides of the strait have joined the ranks of cultural and creative product development.In fact,although the cultural and creative development of the Palace Museum on both sides of the strait has different starting times,they have created huge economic value while maintaining a good reputation,gaining popularity and reputation,and basically achieving cultural and commercial properties.Balance.This paper takes the cultural and creative products of the Forbidden City on both sides of the strait and their brands as the research object,combing the current situation and historical evolution of the cultural and creative products of the Forbidden City on both sides of the strait,and uses comparative research as the core research method to analyze the cultural and creative products of the Forbidden City on both sides of the strait.How does the brand propagate,what are the merits and problems,and what reference can be provided for the follow-up cultural and creative product brand communication.The introduction part of this article combs the related literature and defines the concept.The second chapter analyzes the current situation and historical origin of brand communication of cultural and creative products of the Palace Museum on both sides of the strait.The third chapter is the key part of this article.It compares and analyzes the main image,content,communication strategy,communication method,and communication effect of cultural and creative products of the Palace Museum on both sides of the strait,and summarizes the cultural and creative products of the Palace Museum on both sides of the strait.The differences in brand communication have condensed their respective successful experiences and existing problems.The fourth chapter further deepens the significance and value of the cultural and creative products dissemination of the Forbidden City on both sides of the strait.It not only promotes the traditional culture of the Forbidden City,but also realizes the public education function of the museum.The last chapter provides suggestions for the design and dissemination of other cultural and creative products,including deep digging of cultural connotations in product development,the protection of intellectual property rights in the design environment,and a foothold in the target market in dissemination and sales.