数字媒体环境下博物馆的品牌塑造和发展趋势研究

发布时间：2018-03-24 07:17

本文选题：数字媒体　切入点：博物馆　出处：《浙江理工大学》2017年硕士论文

【摘要】：数字媒体技术的发展使媒体环境的外延得到了扩大,品牌塑造的方式进一步升级。通过多感官的互动展示,可以增加观众与博物馆的体验和交流。多种文创产品的开发,融合了现代时尚元素,是对博物馆的文化价值进行的深度挖掘。通过社会化媒体的传播,可以帮助建立博物馆的个性形象,进一步强化观众与博物馆的品牌关系。传统的博物馆作为文化机构往往给公众留下严肃的印象,通过数字媒体的设计应用,将消除与公众的文化距离感,提高传统文化的吸引力,塑造全新的博物馆形象。数字媒体帮助博物馆打开了品牌塑造的新途径,在动态展示、文创设计、活动宣传、观众互动等多方面提供了崭新的平台。博物馆采用数字媒体技术,借助其受众面广、传播快速、互动灵活等特点,突破时空、地域和人群限制,实现博物馆的功能拓展,同时增加经济效益和社会效益,扩大博物馆品牌传播的辐射领域。本文梳理了与博物馆品牌塑造相关的理论,通过对博物馆与数字媒体各自的发展现状,两者整合的必然性,博物馆品牌塑造的形式、作用和特点,从品牌展示、品牌设计、品牌传播、品牌创意等多个方面考量数字媒体环境下博物馆的品牌塑造,并提出博物馆品牌情感化与跨界整合发展的趋势。以期形成一套适用于中国博物馆的品牌塑造的理论体系和实践方法,为开展品牌工作的博物馆提供新的思路。
[Abstract]:With the development of digital media technology, the extension of media environment has been expanded and the way of brand shaping has been further upgraded. Through multi-sensory interactive display, the experience and communication between audience and museum can be increased. The fusion of modern fashion elements is a deep excavation of the cultural values of museums. Through the spread of social media, it can help to build the museum's personal image. The traditional museum, as a cultural institution, often leaves a serious impression on the public. Through the design and application of digital media, the cultural distance from the public will be eliminated. Improve the appeal of traditional culture, create a new image of museum. Digital media help museums to open new ways of brand building, in dynamic display, creative design, promotional activities, Audience interaction and other aspects provide a new platform. The museum adopts digital media technology, with the help of its characteristics of wide audience, rapid communication, flexible interaction, and so on, breaks through the limitations of time, space, region and crowd, and realizes the function expansion of the museum. At the same time, increase the economic and social benefits, expand the radiation field of the museum brand communication. This paper combs the theory related to the museum brand shaping, through the development situation of the museum and digital media, the inevitability of the integration of the two. The form, function and characteristics of the museum brand shaping, from the brand display, brand design, brand communication, brand creativity and other aspects of the digital media environment under the museum brand shaping, It also puts forward the trend of the development of museum brand sentiment and cross-border integration, in order to form a set of theoretical system and practical methods suitable for Chinese museum brand shaping, and to provide a new way of thinking for the museum to carry out brand work.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G260.7

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