IP Communication Strategies Of Museums Under The Background Of Media Convergence

With the advancement of national policies and the development of media technology,people's spiritual demand is increasing day by day.In order to conform to the requirements of the era,museums,as places to inherit history and cultural memory,begin to realize their own modernization and socialization,and evolve toward a multi-functional cultural complex.Developing cultural and creative industries and creating high-quality IP have become important ways for museums to transform.However,museums face problems and dilemmas of effectively integrating cultural and commercial values and rationally using their own cultural resources and media technologies in the process of IP communication.Dunhuang Academy,as an important representative of China's museums,has a profound historical background and cultural connotation.It has seized the opportunity of the Era and achieved the balance between cultural and economic development by means of digital technology and multi-media convergence.Its successful experience in terms of IP provides innovative ideas for solving the transformation problems of Chinese museums and cultural communication,and helps to explore a new path for the integration of modernization and traditional culture.In the paper,the museum IP is interpreted from the aspects of current situation,mode and characteristics through literature analysis method and case study method.With the SIVA theory as the main research framework,the communication field and strategy of Dunhuang Academy IP are analyzed from the levels of audiences,content,value and channel.First of all,in terms of the audience,Dunhuang Academy IP targets young audiences,produces diversified and personalized products,and promotes the benign interaction between itself and the audience through different kinds of activities;at the aspect of content,successful museum IP communication strategies all need to be formulated on the basis of premium content.Dunhuang Academy creates high-quality content in a way of rejuvenation,combined with cultural core,to attract the attention of the audience.From the perspective of value,Dunhuang Academy lays emphasis on the value co-production of culture and emotion,satisfying the needs of the audience for emotional identification by conveying the cultural connotation of Dunhuang culture.As for the channels,Dunhuang Academy uses digital technology to integrate online and offline communication channels to carry out multi-channel communication with media convergence.Finally,based on the above analysis and summary,combining with the theory of SIVA,reasonable suggestions are given for the museum IP communication under the background of media convergence.In the opinion of the author,the museum IP communication strategy should center on audience demands,build the contents,value,and channel satisfying the audience demands,make the the cultural value and commercial value of museum IP mutually complement and combine,and promote the modernization development of the excellent traditional culture.