Research On Creative Commuciation Atrategies Of Chinese Museums In The Era Of Social Media

In recent years,with the rapid popularization of social media and the state’s strong support and capital investment for the innovation of excellent traditional culture and art,museums,as an important place to carry and disseminate excellent traditional culture,begin to appear more and more in our young people’s life and vision,However,in the process of research,the author found that there are some problems in the current museum communication in China,such as narrow creative thinking,homogenization of content products,high cost of product research and development,weak Collaborative Creative Ability and so on.At the same time,the development of museums is still very unbalanced,so the communication and expansion of museums has become an urgent problem.As a leader in the National Museum,the Palace Museum actively responds to the call of "let cultural relics live".It takes the lead in using a variety of creative communication methods to voice the museum.It has made remarkable achievements in creative communication,and has been followed by other museums,glowing with new vitality,The practice and exploration in the process of communication have more reference value and research significance.Based on the theory of creative communication,this paper takes the Palace Museum as the research object,discusses the creative communication strategy of the Palace Museum in the era of social media,and puts forward new ideas for the innovation of the museum in the field of communication.According to meme,the core element of creative communication management theory,this paper focuses on the communication element of creative communication in the Forbidden City.Specifically,using the research data to find out the specific forms of communication elements in the creative communication of the Forbidden City,there are mainly seven communication elements: traditional cultural symbols,integration of tradition and future,mainstream values,concretization of cultural inheritance,digital development of cultural resources,integration of young fashion and traditional delicacy,and "contrast cute" marketing.Next,for the Palace Museum creative communication activities,summed up the positioning strategy,resource strategy,and combined with a large number of cases to explore how to determine the target audience in the early stage of creative communication,when the creative communication is triggered,we should plan the application of communication resources.It is hoped that the "experience of the Forbidden City" summed up can enlighten the creative communication of museums in China.