| 英文摘要 | In the background of the current prosperity of new media, the trend
of cultural creation has become the focus of cultural communication and
brand building. As the core position of carrying and inheriting traditional
culture, museums are not only committed to the deep excavation and
innovative development of traditional culture, but also realize the modern
interpretation and wide dissemination of traditional culture through
carefully designed cultural creative products. The role of museums is not
only the guardian of culture, but also the messenger of culture,
shouldering the historical mission of promoting cultural and creative
products to a broader market. However, with the rapid development of the
cultural and creative industry, a single communication channel has
gradually revealed its limitations. In response to this change, new media
communication channels have sprung up, bringing unprecedented
opportunities for the development of museum cultural and creative
products. In the face of such background, how to innovate the brand
communication channels of museum cultural and creative products and
improve the communication effect has become an urgent problem for the
museum industry. The construction of diversified communication
channels is one of the effective strategies taken by major museums to
accelerate the development of cultural and creative industries, aiming to
further broaden the market influence of cultural and creative products
through diversified communication means.
Based on the theoretical framework of communication, this paper
explores the elements and mechanism of brand communication of
museum cultural and creative products, and discusses the status quo and
strategies of brand communication of museum cultural and creative
products. Taking the brand communication elements of cultural and
creative products of Gansu Provincial Museum as the research object, this
paper systematically sorts out the main brand communication activities of
cultural and creative products through the detailed classification and
in-depth study of different communication elements. In this process, by
deeply exploring the cultural connotation, creative potential and brand
characteristics behind these cultural and creative products, it not only
provides a new impetus for the sustainable development of the museum,
but also opens up a new way for the inheritance and innovation of
traditional culture. When exploring the elements of brand communication
of museum cultural and creative products in depth, the author first defines
and integrates related concepts in detail, aiming to build a solid
theoretical foundation for the subsequent discussion. Secondly, in order to
further analyze the current situation of brand communication of cultural
and creative products in Gansu Provincial Museum, the paper makes a
detailed analysis of its communication elements through content analysis,
classifies the existing communication channels in detail, and then
analyzes its communication effects by means of questionnaire survey.
Finally, the paper makes an in-depth analysis of the brand communication
effect of Gansu Provincial Museum, and puts forward a series of
well-designed optimization strategies based on its current brand
communication status. These strategies aim to provide useful reference
and inspiration for the current field of museum brand communication, so
as to promote the innovation and development of museum brand
communication practice. |
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