Research On The Practice Approach Of "The Digital Imperial Palace" WeChat Mini Program From The Perspective Of Tencent's New Cultural Creativity Concept

April 2018,with multi-platform,large traffic,high-day live Internet enterprises — — Tencent Group began to implement the "Pan-Entertainment" to "New Cultural Creativity" strategic transformation.The concept of "Pan-Entertainment",which depends on fan economy and industrial effect,aims at highlighting the carrying capacity IP cultural value,creating Chinese cultural symbols with extensive influence,and realizing the appreciation of cultural industry.By using the influence of the "The Imperial Palace" super cultural IP,Tencent and the Palace Museum's "The Digital Imperial Palace" We Chat Mini Program has become a typical case under this concept."The Digital Imperial Palace" WeChat Mini Program is a product that integrates The Imperial Palace online digital services.Registered in February 2020 and launched in August,its birth is the first stage achievement of The Imperial Palace deep digital exploration after Tencent's New Cultural Creativity concept was put forward.It is also the product of the rapid development of media technology environment and the growing social environment.The Mini Programs follows the concept of New Cultural Creativity,and constructs a practice approach in interface design,information content,communication mode and so on.First of all,attach importance to the visual design of the interface.With red and yellow warm color combined with the basic tone of The Imperial Palace,the flexible use of font pronunciation to enhance the historical and cultural atmosphere of The Imperial Palace,with the collocation of artistic photography to supplement the text facts and details.Secondly,we should set up the content of industrialization and adopt the vertical presentation to show the profound historical and cultural background of The Imperial Palace.Finally,the communication mode of scene-driven relationship flow and service flow intersection is built.The traditional chain structure is broken by the universal main body connection,and the role transformation is carried out.The architecture,objects and scenery culture of The Imperial Palace is presented by multi-platform linkage,and the function service and social experience are promoted by scene driven.This kind of practice approach with the New Cultural Creativity as the core,on the one hand,makes the user experience to realize the transformation from the economy,the industry,the entertainment utilitarian pursuit to the multi-cultural convergence spiritual exchange,has realized the The Imperial Palace cultural value and the commercial value mutual empowerment;On the other hand,there are limitations of information interface mechanization and service path redundancy.In the face of the problems revealed in the practice approach,the future development of We Chat Mini Program of "The Digital Imperial Palace" needs to adhere to and expand the new concept of New Cultural Creativity,and construct a new mode of cultural communication with digitization,intelligence and scene.