Research On The Communication Strategy Of Cultural And Creative Products In The New Media Era

The famous communication scientist McLuhan put forward the theory of media technology in the book Understanding Media.He believes that:the media is an important driving force for social development.The new media technology has created a new media environment,which has changed the way people understand the world,shaped people's behaviors and social relationships,and thus influenced the development direction of the whole society.It is true that in the era of new media,the rapid development and rapid spread of digital technology and network communication have brought about tremendous changes in the communication environment,the form of communication and the law of communication.As an important form of communication in the modern business and economic society,marketing communication has been continuously innovated and developed under the promotion of mobile Internet technology and new media technologies,and has been prominent in the dissemination of content,communication of contact points,communication relations and service methods.The changes and progress,such changes and innovations are evident in the cultural and creative industries.The emerging cultural and creative industries continue to develop with cultural and creative products as carriers.Cultural and creative products are products that are created by combining creative elements with physical objects based on a specific culture.They can give commercial culture and commercial development space for traditional culture.In the era of new media,new technologies,new platforms,new ideas and new channels have been brought up to solve a series of problems in the past in the process of marketing and communication of cultural and creative products,breaking through the bottleneck of industrial development,and spreading the cultural industry and cultural creative products in China.The innovative development provides new ideas and new directions.The marketing communication of cultural and creative products has ushered in tremendous development opportunities.In recent years,as a leader in cultural and creative products,the Palace Museum took the lead in the transformation of traditional cultural products under the slogan of"Let the cultural relics live".Under the premise of grasping the characteristics and communication characteristics of the new media era,the cultural and creative products of the Palace Museum actively carry out product upgrades,innovative communication strategies,focus on cross-media communication and cross-border cooperation,and create a marketing miracle with an annual sales of 1.5 billion.A strong cultural and creative product business empire and an industry chain that adheres to IP value and interaction and openness,its communication strategy is worthy of analysis and reference.This paper will take the cultural creative products of the Palace Museum as the research object,sort out its communication process in the new media era,and summarize the new media communication strategy and promotion principles of the cultural innovation products of the Palace Museum.through the analysis of the characteristics of marketing communication innovation in the new media era.Through the analysis of the cultural and creative product communication strategies of the Palace Museum,we try to provide reference experience for the promotion and dissemination of other cultural products in the new media era,and indicate the development direction,in order to better promote the development of China's cultural and creative industries.