| With the reform and development of China’s market economy,the museum gradually towards the market road.To win a foothold in the fierce market competition,the museum’s brand building is particularly important.Museum brand building mainly contains three aspects,respectively,is the museum’s heritage brand building,education brand building,product brand building.Beijing Palace Museum as the first batch of China’s market-oriented reform of the museum,its brand influence is the largest,the most complete brand building,for other museums in China to carry out brand building has the significance of reference.The rapid development of digital technology provides more possibilities for brand building of museums,and on this basis,the Beijing Palace Museum successfully uses digital technology for brand building.Chapter 1 of this paper compares the inevitability of brand building of the Beijing Palace Museum in the digital context;Chapter 2analyzes the heritage brand building of the Beijing Palace Museum in the digital context from three aspects: highlighting the characteristics of cultural relics,preserving the value of cultural relics,and enhancing the exhibition experience;Chapter 3 analyzes the construction of the Beijing Palace Museum in the digital context from two perspectives:creating the academic education characteristics of the Palace and highlighting the public education characteristics of its Chapter 4 focuses on the product branding of the Beijing Palace Museum in the digital context;Chapter 5 presents the problems in the branding of the Beijing Palace Museum in the digital context and makes recommendations,hoping to provide reference for the branding of other museums in China. |
