Research On The Value Developing And Communication Strategy Of The Imperial Palace IP Under The New Media Environment

With the development of modern Internet technology and society,the weight of cultural industries in the national economy is getting higher and higher.As an important part of China's traditional culture,the Beijing Palace Museum has a strong history and cultural heritage.In recent years,the Beijing Palace Museum has used a variety of media channels and cutting-edge technology to conduct online and offline communication.And it has achieved the success of cultural communication and commercial realization through the practicum of culture innovation.Internet technology,the new environment of media,and the strong spiritual and cultural needs of the people have provided the soil and motivation for the development of local IP in China.So how should The Imperial Palace,as a typical traditional Chinese IP,grasp this opportunity to discover and spread the value of IP and to avoid the imbalance in economic and cultural development.And how should it make advanced practices for the development and accumulation of traditional IP in China,and use cultural self-confidence and strong cultural output to enhance the comprehensive international influence of Chinese cultural industries?This research adopts methods of the literature analysis and case study.Based on theories of media fusion,new cultural innovation,cultural tourism and social marketing,this article analyzes the realistic background of the IP value development of The Imperial Palace and interprets the characteristics of specific implementation and the basis of marketing strategies and summarize the characteristics and communication channels of IP value development of The Imperial Palace.Secondly,from the perspective of communication science,it researches the characteristics of the IP of The Imperial Palace in the Internet era around the content,channel,audience and emotional value.Content marketing and social marketing have established a good fan base for IP communication.The multi-layered and multiplatform integrated communication extends the IP value chain,meets the audience's participatory interaction,makes the audience the main body of communication,and transforms traditional culture into modern symbols.It integrates with the public life,creates products that meet the aesthetic appeal of young people today,pays more attention to emotional communication and value expression with the audience,and then triggers the audience's recognition and spontaneous communication,and ultimately realizes the co-creation of emotion and brand value.Finally,through analysis and research mentioned above,combined with the benefits of the development and dissemination of the IP of The Imperial Palace,a reasonable proposal is made for the development of the IP of The Imperial Palace in the context of the new media era.This research believes that the development of the IP of The Imperial Palace should conform to the development of the era,use technology as a tool to build a new era image,and use high-quality native content with distinctive era characteristics as the basis.At the same time,it should use social marketing and fan economy to build the IP industry value chain,so that young audience can have the sense of identity and belonging in the traditional culture and historical spirit of The Imperial Palace,so as to satisfy the appeal of emotional value,realize the balance of commercial value and cultural value,and let The Imperial Palace IP,a traditional Chinese cultural IP,enter the world stage.