新媒体环境下的中国风文创品牌传播浅析——以北京故宫博物院为例

Analysis of Chinese Style Cultural and Creative Brand Communication under the New Media Environment——Taking the Palace Museum in Beijing as an example

习近平总书记在党的十九大报告中强调:文化是一个国家、一个民族的灵魂。没有高度的文化自信,没有文化的繁荣兴盛,就没有中华民族伟大复兴。近年来,文创产业兴起,尤其是中国风文创品牌悄然走红。一方面,中国风文创品牌坚守中华文化立场,传承中华文化基因,展现了中华审美风范;另一方面,中国风文创品牌用创意的方式创造出展现中华文化魅力的文化产品,让世界加深对中华文化的认识和理解。本文尝试从传播学角度,用案例分析法,结合新媒体的环境,探索北京故宫博物院文创品牌的成功实践,以期为中国风文创品牌的传播积累经验,进一步使中华优秀传统文化焕发新的活力。

General secretary Xi Jinping emphasized in the report of the 19th CPC National Congress that culture is the soul of a country and a nation. Without a high degree of cultural self-confidence and no cultural prosperity, there would be no great rejuvenation of the Chinese nation. In recent years, the rise of the cultural and creative industry, especially the Chinese style brand has quietly become popular. On the one hand, Chinese style cultural and creative brand adheres to the Chinese cultural standpoint, inherits the Chinese cultural genes, and displays the Chinese aesthetic style. On the other hand, the Chinese style cultural and creative brand creates creative products that show the charm of Chinese culture and deepen the world understanding and understanding of Chinese culture. This paper attempts to explore the successful practice of the Palace Museum in Beijing as a cultural and creative brand from the perspective of communion, using case analysis and the environment of new media, in order to accumulate experience for the disseminate of Chinese style cultural and creative brand, and to further renew the vitality of Chinese traditional culture.