Research On Cultural And Creative Brand Communication Of Anthropology Museum Of Guangxi

With the rapid development of the times and the vigorous development of the cultural industry,people’s demand for culture has become more and more multi-level,diversified and multi-faceted,and the Cultural and creative industries are also gradually appearing in front of people.Anthropology Museum Of Guangxi had opened to the public in 2008.In 2009,the Industrial Development Department was established to develop cultural and creative products.Based on the ethnic culture of Guangxi,Industrial Development Department deeply excavate the regional culture and carry out the research and development of cultural and creative products.In 2016,the "Guiding Opinions on Further Strengthening the Work of Cultural Relics"was released,and the cultural and creative era of museums has entered a new historical node:92 museums were identified as cultural and cultural heritage units as pilot units for the development of cultural and creative products,including the Anthropology Museum Of Guangxi.After 6 years of development,Anthropology Museum Of Guangxi has developed a series of cultural and creative products related to Guangxi culture or collections.However,the author found there are currently difficulties in the communication of cultural and creative brands through field visits and investigations,and the lack of effective brand communication methods will make the culture unable to "go out" and attract the public to "enter" the museum.In the emerging market competition of cultural and creative products in museums,it is only by using the rapidly developing media and network to gain an advantage in the competitive field.At present,the cultural and creative branding of Anthropology Museum of Guangxi is weak,the homogeneity of cultural and creative products is serious,and there is a lack of recognition.In a deep level,there is a lack of awareness of cultural and creative brand communication,and the communication and operation ability is weak.Based on the communication theories such as integrated marketing communication and semiotics,this paper focuses on how to carry out the brand communication of museum cultural and creative brands,so as to realize the benign development of museum cultural and creative brands.Taking the cultural and creative brand of Anthropology Museum Of Guangxi as the research object,by analyzing its communication process,current situation and effect,and learning from the excellent cases of domestic and foreign museum brand communication,it explores how to better communicate cultural and creative brands in the new era.