整合品牌传播视角下敦煌博物馆的传播策略研究

作者	吴美潞
姓名汉语拼音	Wumeilu
学号	2020000012038
培养单位	兰州财经大学
电话	17620882717
电子邮件	1164952391@qq.com
入学年份	2020-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	新闻与传播
学科代码	0552
第一导师姓名	韩永林
第一导师姓名汉语拼音	hanyonglin
第一导师单位	兰州财经大学
第一导师职称	教授
题名	整合品牌传播视角下敦煌博物馆的传播策略研究
英文题名	Research on the Communication Strategy of Dunhuang Museum from the Perspective of Integrated Brand Communication
关键词	博物馆品牌整合品牌传播敦煌博物馆
外文关键词	Museum Brand ; Integrated Brand Communication ; Dunhuang Museum
摘要	文化产业逐步成为国民经济中最具潜力的产业，并不断发挥着促进文化传播和高质量发展的重要作用。而承载历史积淀和文化魅力的博物馆作为其关键环节也在日常生活中受到消费者的关注，并起到教育、欣赏、深思和知识共享的功能。博物馆的品牌传播将其核心价值进行传递，连接消费者的同时，实现品牌价值共创，抓住博物馆的品牌传播的契机。本文以敦煌博物馆为研究对象，以“整合品牌传播理论”为主要研究理论，对敦煌博物馆的传播主体、传播核心、传播渠道、传播实质进行分析，探究整合品牌传播下敦煌博物馆的传播现状以及传播效果。基于问卷调查法和深度访谈法发现敦煌博物馆在整合品牌传播过程中存在的问题，并提出相应的优化策略。研究认为，敦煌博物馆现存在消费者核心地位不明显、品牌的精神价值构建不合理、传播手段的整合手段不足够、品牌战略不合理四个方面的传播问题，并提出从明晰消费者画像、提高品牌情感渗透度，重视价值空间塑造、有效传递品牌核心，拓宽媒体传播渠道、整合品牌接触点，善用战略组织传播，实现资源整合最大化的角度对敦煌博物馆整合品牌传播策略进行优化。具体来说，要建立消费者数据库，通过技术手段获取更精准的消费者信息，增加消费者的情感体验并满足其情感诉求。同时，用文化价值去丰富空间意义，并传递品牌的价值核心。其次，开展常规宣传结合深度合作的方式以拓宽传播渠道，重视自媒体的传播影响力，丰富消费者与品牌的接触点。最后，要认识到资源整合的重要性，通过对组织管理架构进行创新，明确博物馆品牌的市场战略，发起品牌运动。敦煌博物馆应结合自身实际情况，对传播过程中的主体、渠道、内容、组织进行整合优化以实现敦煌博物馆与时代接轨，更好地发挥博物馆的功能，实现自身的社会和经济价值。
英文摘要	In the wake of the cultural industry emerging as the most promising industry in the national economy, it has continuously assumed an essential role in facilitating cultural dissemination and high-quality development. Museums, which bear historical accumulation and cultural charm, have also gained attention from consumers as a critical link in their daily lives, while serving the functions of education, appreciation, deep reflection and knowledge sharing. The brand communication of museums delivers its core values to bridge brands and consumers, and to realize value co-creation, thereby seizing the opportunity of brand communication of museums. This paper takes Dunhuang Museum as the research subject, and adopts "integrated brand communication theory" as the principal research theory to analyze the communication subject, core, channels and essenceof Dunhuang Museum, as well as to probe the communication status and effectiveness of Dunhuang Museum under integrated brand communication. On the basis of questionnaire survey method and in-depth interview method, the issues of Dunhuang Museum in the process of integrated brand communication are identified, while the corresponding optimization strategies are proposed. This study concludes that the Dunhuang Museum currently suffers from four communication issues, including the inconspicuous core position of consumers, the unreasonable construction of the spiritual value of the brand, the inadequate integration of communication means, and the irrational brand strategy. It also suggests optimizing the integrated brand communication strategies of the Dunhuang Museum from the perspectives of clarifying consumer portraits, Improving the brand emotional penetration, placing emphasis on shaping the value space, delivering the brand core in an effective manner, broadening media communication channels, integrating brand touch points, and leveraging strategic organizational communication to maximize resource integration. To be specific, it is necessary to establish a consumer database, obtain more precise consumer information through technical means, enhance the emotional experience of consumers and cater to their emotional demands. In the meantime, it is recommended to enrich the meaning of space with cultural values, and deliver the core values of the brand. Secondly, it is suggested to conduct regular publicity combined with in-depth cooperation to broaden the communication channels, attach importance to the influence of we-media, so as to enrich the contact points between consumers and the brand. Lastly, it is imperative to recognize the importance of resource integration, and launch the brand campaign by innovating the organizational management structure and clarifying the market strategy of the museum brand. The Dunhuang Museum is expected to integrate and optimize the subjecs, channels, content andorganization of the communication process by combining its own actual situation to bring the Dunhuang Museum in line with the times, and to give better play to the functions of the museum, thereby realizing its own social and econmic value.
学位类型	硕士
答辩日期	2023-05-27
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	65
参考文献总数	57
馆藏号	0005450
保密级别	公开
中图分类号	G21/174
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/34327
专题	商务传媒学院
推荐引用方式 GB/T 7714	吴美潞. 整合品牌传播视角下敦煌博物馆的传播策略研究[D]. 甘肃省兰州市. 兰州财经大学,2023.

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