Research On The Brand Integrated Marketing Communication Strategy Of The Palace Museum

In recent years,with the continuous development of China's economy,the living standards of residents are improving day by day,and people's material needs have shifted to more spiritual and cultural needs.Under the background of rich country and strong people,people need more and more cultural communication,cultural education,so that the important role of museums can be highlighted.Museums shoulder the responsibility of inheriting traditional culture and recording historical civilization.Promoting the development of museums can not only enhance the national traditional culture education,enhance national self-esteem and pride,but also actively respond to the call of the 19 th National Congress of the Communist Party of China,and endow Chinese traditional culture with new contemporary value.Therefore,museums continue to carry out brand integrated marketing communication to promote its brand development,establish brand image,and obtain economic and cultural benefits.The Palace Museum keeps pace with the times,and carries out brand building and innovation through various means of integrated marketing communication,and its brand development is far ahead.This paper uses the method of literature research,through a variety of network resources and library collections,journals,to learn about the relevant research of experts on integrated marketing communication theory.In order to establish and improve the theoretical system of integrated marketing communication in the new market environment,it is necessary to search and read all kinds of professional literature and browse relevant websites at home and abroad.Using case analysis method,this paper analyzes the case of the Palace Museum,and studies the integrated marketing communication strategy of the Palace Museum.The palace museum uses all kinds of brand marketing communication means and makes full use of various network media to spread and shape the brand.Including the promotion of creative products in the electronic business platform,the use of micro-blog,We Chat official account to promote museum culture,the development of digital exhibition in the Imperial Palace,the development of various the Imperial Palace games APP and cross border joint launch of H5,and other means,the hearts of consumers gradually establish a "serious culture and interesting history" feature brand image,the the Imperial Palace Museum strive to become a country.Super IP of treasure class.At the same time,there are also some problems in the integrated marketing communication of the Palace Museum,such as poor product quality and confusion of business entities.Therefore,this paper puts forward some suggestions,such as improving the marketing management ability,strengthening the organization management,standardizing the brand authorization,participating in the exhibition and opening up new offline channels.