With the continuous development of the economy and the improvement of cultural confidence, the cultural demand and consumption scale represented by museum visits are growing rapidly. This study takes Dentsu's AISAS (Attention-Interest-Search-Action-Share) model as the theoretical analysis framework to analyze museum users' consumption behaviors in the Internet era, to explore museum brand communication strategies adapted to the new era. A total of 209 valid questionnaires were received in this study. The research finds that in the new media era with the popularization of the Internet, the behavior of museum users has changed from one-way passive to active searching and sharing. Based on the brand communication of museums, the author puts forward countermeasures and suggestions: multi-channel communication to enhance audience contact and attention; Enrich the content and methods to enhance the interest of the audience; Enrich the information channels to facilitate the audience to take the initiative to obtain information; The combination of physical and virtual museums enhances the convenience of participation; Enhance brand influence, cultivate audience loyalty and enhance sharing initiative.