Research On The Henan Museum Cultural And Creative Brand’s Communication

With the development of the market economy and the continuous upgrading of the market structure,people have begun to pursue cultural and spiritual consumption.The museum cultural and creative brand extends the communication function of the museum.With the increasing acceptance of the museum cultural and creative brand,the purchase of museum cultural and creative products has become a new consumption phenomenon.Taking cultural and creative products as the carrier,the cultural and creative brand of Henan Museum has built a variety of brand communication channels,which not only activates the vitality of cultural relics,but also promotes the excellent traditional Chinese culture.At the end of 2020,Henan Museum’s cultural and creative product "Archaeological Blind Box" quickly "out of the circle" in the context of new media,becoming the "traffic responsibility" of Central Plains culture,creating "Tang Palace Night Banquet Ladies Band" and "Lost Treasure" and other popular IP.The cultural and creative brand of Henan Museum constantly breaks through itself,keeps upright and innovates,and strives to carry out the innovative communication practice of Central Plains culture.This paper takes the cultural and creative brand of Henan Museum as the research object,conducts analysis and research from the perspective of communication,analyzes the communication content,channels and effects in the process of brand communication,and then thinks about the innovative path of museum cultural and creative brand communication in the digital age.Summarize the communication effect of the cultural and creative brand of Henan Museum.Investigated the transformation of cognition,emotion and behavior of users after contact with the cultural and creative brand of Henan Museum.The study found that the communication activities of the cultural and creative brand of Henan Museum will have a profound impact on users,which is reflected in the respondents’ perception of the brand.There is a significant positive relationship between cognition,emotion and behavior.Based on the data results obtained from the questionnaire survey,this paper analyzes the communication strategy of the cultural and creative brand of Henan Museum.The cultural and creative brand of Henan Museum has four characteristics of fun,personalization,interaction and interest in communication strategy.First of all,through the creation of interesting content to spread the brand story,design interesting cultural and creative products to stimulate the desire to buy,live broadcast on multiple platforms,and create an interesting sensory experience.Second,individual emotional needs are met through personalized brand positioning and customized services.Third,by interacting with users on social media and actively cooperating with KOLs,users can deeply participate in brand activities.Finally,actively play the role of public education,spread the excellent traditional Chinese culture,and stimulate people’s emotional identity.The cultural and creative brand of Henan Museum is user-centric and has created a unique brand image,but there are still some problems in communication,including the confusion of the cultural and creative IP copyright market,the difficulty of maintaining brand popularity,and the strength of brand communication on short video platforms.Weaker propagation dilemma.The cultural and creative brand of Henan Museum should continuously carry out product innovation and create a personalized brand image;actively interact with users to continue the brand popularity;integrate communication channels,realize the cross-media communication of the brand,and enable the brand to develop sustainably.Standing on the cusp of the wave of digitalization,the cultural and creative brand of Henan Museum should seize the opportunity of the times,build a cultural and creative brand with the characteristics of the Central Plains culture,actively carry out brand communication practices,promote the integration of cultural tourism and the strategy of strengthening the province and the country with culture,and explore the new era An innovative model for cultural and creative brand communication.