博物馆文创短视频品牌传播策略与探索——以湖南博物院为例

Brand communication strategy and exploration of museum cultural and creative short video——Take Hunan Museum as an example

随着抖音等短视频平台的蓬勃发展,移动互联网进入了第四阶段。在庞大的用户数量、碎片化获取信息的习惯以及精准分发的平台特点之下,内容和品牌的传播方式经历多重裂变,从而带来了内容创作形式和营销模式的全面革新。本文基于新媒体传播环境的大背景,以用户需求为核心、文化符号为基础、平台数据为依据,从三个方面探讨了湘博文创借力短视频平台的媒介优势和特点,进行文化品牌传播的经验和路径探索,对网络资源进行整合再利用,通过“走出去”和“引进来”,打造更符合市场需求和文化价值的产品。

With the vigorous development of short video platforms such as Douyin,mobile Internet has entered the fourth stage.Under the huge number of users,the habit of fragmented information acquisition and the platform characteristics of precise distribution,the communication mode of content and brand has undergone multiple changes,which has brought about a comprehensive innovation in the form of content creation and marketing model.Based on the background of new media communication environment,this paper discusses the media advantages and characteristics of Hunan Museum’s short video platform based on user needs,cultural symbols and platform data,explores the experience and way of cultural brand communication,and integrates and reuses network resources through“going out”and“bringing in”.Create products more in line with market demand and cultural value.To develop cultural and creative products that better meet market needs and cultural values.