Study On Convergent Media Strategy Of Museum Brand Communication

Museums are not only important carriers of national culture and human heritage,but also public showcases of the spiritual civilization of contemporary society.Over the past decade,the rapid development of the Internet and digital technology has facilitated the emergence of various new media,and the dissemination of museum content and branding has gradually shifted from the traditional methods of exhibition promotion,newspapers and books,and television and radio broadcasts to a diversified communication that integrates traditional media with new media.In the new context of the times,how museums should follow the trend of the times to spread their brand values,how to use the new era of the museum concept and the spirit of culture in the hearts of the people with the new discourse system,and establish a lasting relationship with the audience,mutually beneficial and win-win value to deepen the social education function of museums,will find the answer in the participation of convergent media.In the background of digital era,the trend of convergent media covering traditional media has become clearer,and the thinking of media integration has provided path guidance for the transformation and development of China’s museum industry.This paper focuses on the basic theories of communication and branding,combining the knowledge of museology,product theory and convergent media,fully interpreting the background and necessity of the need for brand communication in Chinese museums,and analyzing the operation of convergent media and its practical application in museum brand communication.This paper uses case studies and content analysis to analyze and explain the channels,content presentation,audiences,and changes of museum brand communication in China,and discusses some of the problems in this process,and finally proposes universal convergent media strategies for museum brand communication in China,in order to help China’s museum industry break through the transformation dilemma in the digital era,better play its educational function and contribute to the development of local cultural tourism and the integration of museums.The aim is to promote the integration of local cultural tourism and the construction of the city’s cultural image.