Research On Communication Strategy Of Traditional Culture IP

In recent years,with the development of Internet technology and cultural industry,the industrialization trend of Chinese traditional culture is obvious.The Palace Museum in Beijing has a large number of traditional Chinese cultural resources.With the use of a variety of media and new technology,it is well known and loved by more and more young people,which is representative in the traditional cultural IP.However,the researches on traditional cultural IP are lack of depth,and few of them are based on the communication perspective and theoretical framework.The communication practice of the Palace Museum has wide theoretical research value and practical reference significance for the exploration of the new communication path of traditional culture in the Internet era.This study mainly uses literature review method and case analysis method,and based on SIVA.SIVA theory emphasizes that consumers play a big role in marketing,including four aspects:solution(S),information(I),value(V)and access(A).Combining with the background of the development of cultural industrial and the characteristics of Internet communication,the communication strategy of traditional cultural IP is deeply studied based on the perspective of communication.Firstly,the cultural IP of the Beijing Palace Museum is defined and summarized by analyzing the cultural subject,media ecology and image characteristics.Then,according to the theoretical framework of SIVA theory,I study the characteristics and strategies of integrated marketing communication through the audience demand,content,value and communication access.In terms of the audience demand,it focuses on young people and spread information through social media.In terms of communication content,it uses high-quality content and attracts the attention of the audience by entertainment expression,interactive products and storytelling narration.In terms of emotional value,it pays attention to emotional communication and value expression,by which enriches the cultural connotation of the content and products.It also conveys "craftsman spirit" and "aesthetics of the Palace Museum.In terms of communication access,it integrates various media forms and new technologies combined with online and offline activities to establish an all-media and deep level communication system.Finally,by analyzing the characteristics and communication strategies of the Palace Museum's cultural IP,this study puts forward reasonable suggestions on the communication path of traditional cultural IP in the Internet era.This study believes that it is necessary to focus on young audiences and attach importance to community operation.Also,it is important to create high-quality content combined with new technology and new media.What is more,we should explore the emotional value of traditional culture and balance the cultural value and commercial value.