The Influence Of Popular Topics On The Publicity Of Cultural And Creative Products In Museums

In recent years,the design and sales of cultural and creative products have increasingly become an important business in the work of museums.As the continuation and development of collections,they bring more intuitive cultural experience to the audience.It is the underlying logic of cultural and creative product cause at present to use the benefits created by cultural and creative industries to feed back the museums with social public welfare nature,improve their functions and better serve the society by excavating the connotation behind cultural relics.In the Internet era,from the perspective of new media,communication is an extremely important part of museum cultural and creative products.The main body,content,channel and audience of communication all affect the final marketing effect of cultural and creative products.As the main force in the new media environment,microblog has an increasingly wide social impact.It not only broadens the publicity channel of the museum,but also increases the frequency of interaction between the museum’s official institutions and the public.Among them,topics that are widely concerned have been widely forwarded,commented and searched in microblog as hot topics.These hot topics will promote users’ offline behavior and grasp the impact of hot topics on the publicity of museum’s cultural and creative products,It is of great significance to improve the marketing level of cultural and creative products of museums.This paper takes the hot topic of the copper galloping horse doll microblog in Gansu Museum as the research object,and refers to a large number of literature and data collection.First,it combs the concept and logic of the hot topic of microblog,and analyzes the current situation and problems of the marketing of cultural and creative products in museums.From the perspective of communication,it summarizes the significance and necessity of the hot topic for the promotion of cultural and creative products in museums.Secondly,combined with the relevant theories of communication and museum science,take the topic of the copper galloping horse doll in Gansu Museum as an example,focus on the typical topics,and analyze them from the reading trend of the topic,the impact of the topic,the characteristics of the audience,the content of the topic and other dimensions,to reveal the multiple impacts of the hot topic on the cultural and creative products of the museum.Then,according to the analysis of specific hot topic cases,understand the substantive development of the museum.Finally,discuss how the museum actively grasps the hot topics of microblog to promote cultural and creative products.Through the research of this paper,I hope it can provide reference for the continuous development of museums in China under the background of new media.