Brand and Communication Strategy of Cultueal Creatve Products in new Media era of the Palace Museum in Beijing,China

Abstract

In recent years, as a leader in the cultural and creative products industry, the Palace Museum has taken the lead in the
transformation of cultural products under the slogan of “Let cultural relics come alive”. Papers in the culture creative product, the
brand communication strategy, new media, on the basis of related concepts and theories, USES the method of literature review,
questionnaire investigation and quantitative analysis, principal component analysis (pca), the text of the imperial palace and
product brand communication strategy research, find out the window and summarize the experience of the museum, and the spread
of the product brand, It is of great significance to analyze the existing problems and put forward the optimization suggestions
to improve these problems for the continuous upgrading of the brand communication strategy of the Palace Museum’s cultural
and creative products, and also for the formulation and optimization of other museums’ cultural and creative products brand
communication strategy.