The Research On Integrated Marketing Communication Of IP Products Of The Forbidden City

With the development of cultural industry,the application of IP concept in the field of cultural communication has become more and more extensive,and many excellent cultures have begun to seek an ip-based development path.Through the development of IP products,the creative transformation of cultural elements can be realized,so as to enhance the communication influence of culture and realize the creative transformation of cultural value.At the same time,the diversity of media technologies and communication modes has broadened the channels of product marketing.On the basis of the integration of cultural resources,the all-round marketing communication of cultural IP products has been carried out,which has also injected vitality into the communication and development of more excellent cultures.At the present stage,China's cultural IP products have problems such as lack of creativity and excessive commercialization.Most of the cultural IP products have not yet developed and marketed into a complete industrial model,and the effect of marketing communication is not ideal.To some extent,this seriously restricts the construction of cultural IP and the development of cultural IP industry.Culture as the representative of China's outstanding traditional culture and the Palace Museum,on the basis of fully excavating the connotation of the palace culture,created a series of wen gen products,television,films and other creative line products such as various types of IP products,fully take advantage of the spread of different media platform for integrated marketing communications,and gradually build up an IP as the core of the new cultural industry ecology.In this paper,the Palace Museum IP products as the research object,mainly from four aspects of the Palace Museum IP products integrated marketing communication analysis.The first part,based on the development of integrated marketing communication of cultural IP products,explains the significance of integrated marketing communication of Chinese cultural IP products and its development dilemma.At present,there are some problems in the marketing communication of cultural IP products in China,such as insufficient expression of IP and single marketing mode.In order to better promote cultural communication and expand thepractical influence of culture,it is necessary to implement the idea of integrated marketing communication and promote the marketing development of cultural IP products.The second part,focusing on the integrated marketing communication of IP products in the Palace Museum,analyzes the environment of integrated marketing communication from the macro and micro levels,analyzes the current situation of communication from the internal and external levels,and summarizes the content of integrated marketing communication of IP products in the Palace Museum at the present stage.Palace IP products integrated marketing communications,ideas from the excavation of product development,from production to marketing spending,has formed a relatively complete product marketing value chain,marketing communication connection between the each link closely,fully tap and audience interaction and communication in the key,on the basis of "contact",better dissemination of resources integration.The third part,from the transmission,the media and audience participation,the IP of the imperial palace products integrated marketing communication strategy is analyzed,from the distribution of resources integration,the integration of media resources to better build up stable relationship with customers,marketing communication subject is its IP products,the main reasons for the good marketing effect is also more and more audience to understand the palace culture will produce,promote the palace IP development,the main reasons for the marketing communication strategy also IP products integrated marketing communications of other culture development has played a reference.The fourth part makes an empirical study on the effect of integrated marketing communication by collecting the marketing data of the Palace Museum's IP products on the new media platform and conducting a questionnaire survey,and investigates the audience's understanding,awareness and satisfaction of the Palace Museum's IP products.It can be seen from the relevant survey data that the Palace Museum has achieved certain results in the integrated communication of its IP products,but the audience is less satisfied with the practicability of IP products,the form of marketing communication and the marketing strength.The fifth part analyzes the problems and innovation path of IP product integrated marketing communication in the Palace Museum.In the process of marketing communication,there are not only problems of difficulty in IP development and unclear subject of marketing communication,but also problems of uneven distribution of marketing resources and weakening of communication influence.We can continuously extend the value chain of the marketing communication of cultural IP products by creating online communities and enriching the forms of communication,so as to strengthen the communication,build brand image and maintain good public relations,so as to strengthen the marketing communication of its IP products and continuously expand the cultural influence of the Palace Museum.In a word,the Palace Museum with its profound history and cultural connotation should be built into one with both social benefits and commercial value Cultural IP,and gradually develop into a vibrant cultural subject.And this kind of development model which provides the marketing communication IP products in other cultures,cultural transmission can be through the development of IP products and integrated marketing communications,the excellent culture has a deep connotation of the culture of serious in terms of creative development,let more audience on an emotional level to recognize and understand the excellent culture,so as to expand cultural influence and make it into social trends.