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• 本文标题：故宫文创如何借助Vlog展开新一轮的网络营销-1.doc
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• 内容摘要：HowthePalaceMuseumsCulturalandCreativeProductsCarryontheNewRoundofNetworkMarketingwiththeHelpoftheVlog 学院， 外国语学院 专业， 姓名， 指导老师， 商务英语 黄茜 学号， 职称， 161002105103 张陈元 讲师 中国珠海 二二年五月  毕业论文诚信承诺书 本人郑重承诺，我所呈交的毕业论文HowthePalaceMuseumsCulturalandCreativeProductsCarryontheNewRoundofNetworkMarketingwiththeHelpoftheVlog是在指导教师的指导下，独立开展研究或调查所取得的成果，文中引用他人的观点和材料，均在文后按顺序列出其参考文献，文中所使用的数据真实可靠。 承诺人签名， 日期，年月日 HowthePalaceMuseumsCulturalandCreativeProductsCarryontheNewRoundofNetworkMarketingwiththeHelpoftheVlog Abstract ThepurposeofthispaperistoanalyzethecurrentstatusoflocalculturalandcreativeindustriesinChinaatthepresentstageandtoobtainamarketingplanforthecombinationoftheculturalandcreativeartsoftheForbiddenCityandVLOGoneofthecurrenttrendculturesthroughinvestigationandresearch。use。Usingavarietyofscientificresearchmethodsfinallycametoasetofmethodologiesthatcanhelpitlaunchanewroundofonlinemarketing。 ThispaperwillusethecurrentnetworkenvironmentasthebackgroundthelatestmarketingactioofthetwobrandscombinedwithaseriesofotherscientificresearchmethodstohelpcarryoutanalyticalresearchandfinallyobjectivelyconcludethefeasibilityandnecessityofanewroundofmarketingcombinedwiththePalaceMuseumandVLOG。 Keywords:newnetpromotingwayVlogPalaceMuseum 故宫文创如何借助Vlog展开新一轮的网络营销 摘要 该篇论文的目的在于分析现阶段国内地方文创的现状，通过调查研究得出针对故宫文创和当前潮流文化之一VLOG相结合的营销方案，同时也可以供其他同类型的地方文创复制使用。采用多种科学研究方法，最后得出一套可以帮助其展开新一轮网络营销的方法论。 这篇论文将以当前网络环境为背景，两大品牌的最新营销动作结合一系列等科学研究方法来帮助展开分析研究，最后客观得出故宫文创和VLOG结合展开新一轮营销的可行性以及必要性。 关键词，新的网络营销方式，故宫文创，短视频 Contents Abstract Ⅰ 摘要 Ⅱ Introduction 1 1TheRiseofTheVLOGinChina 2 1。1TheIntroductionofVLOG 2 1。1。1ThePopularityofVLOGinChina 2 1。1。2TheExpressionofMaitreamDiscoueaboutVLOG 3 1。2TheUseofVLOGinDomesticMarketingActivities 3 1。3TheForecastandAnalysisoftheDevelopmentofVLOG 3 1。3。1TheChangeofCommunicationModeintheNewMediaEra 4 1。3。2TheEvolutionoftheShortVideoEra 4 1。3。3TheControloftheHighqualityContentProduction 5 2MissingMarketingofthePalaceMuseumProducts 6 2。1ExamplesofthethePalaceCulturalInnovationMarketing 6 2。1。1WeiboMarketing 7 2。1。2BrandSyndicationtoAchieveLeverageMarketing 8 2。3TheFeasibilityofCombiningwithVLOG 9 3TheCreationofOnlineMarketingwithVLOGandPalaceMuseum 11 3。1BusinessPotentialofVLOG 11 3。2TheIpirationoftheMarketingfromYunWatched 11 3。3TheMethodsoftheCreativeandVLOGCombineMarketing 12 Conclusion 14 References 15 Acknowledgments 16 Introduction IntheInteeteramanybrandsmarketinghaschosentoaddnewtrendyculturalelementsinordertoachievethegoalsofhighcustomerlivinghighretentionandhighconveion。AlthoughtheForbiddenCityCulturalInnovationhassprungupinthefittwoyeaofmarketingandmarketingactivitiessuchasIPcobrandinghavenotstoppedinrecentyea。CurrentlythereisnomarketingactivitycombinedwithVlog。Thereforethispaperwillconductresearchonthis。 ByanalyzingthebrandactivitiesthatweresuccessfullymarketedwithVlogandcomparingthemarketingcasesoftheForbiddenCityCulturalInnovationwiththemarketingcasesofothercloserelativesthepossibilityofmutualintegrationwasanalyzedandthenthecombinationwithVlogwasusedastheForbiddenCityliterature。 Frommultiplepepectivesdifferentmarketingstrategieshavedifferenteffectsonculturalandcreativebrandpromotion。ThemainresearchcontentsofthisthesisincludetheoriginalintentionofthecreationoftheForbiddenCityandthebrandculturetheanalysisofthemarketingactivitiesinthelaterperiodthereasofortheVlogfeverandthepossibilityofitsapplicationtotheForbiddenCitytheculturalandcreativebrandandapracticalsolution。 ThethesisanalyzesthefactoofthesuccessofForbiddenCityCulturalInnovationwhichisthemanifestationoftheresultsofmarketsurveys。Ifitisappropriateitcanbeappropriatelyadopted。Atthesametimeinaccordancewiththeoriginalintentionofresearchingahighfeasibilityplanitisappropriatetotrackandresearchthetargetcoumepsychologyinrealtime。 1TheRiseofTheVLOGinChina TheIntroductionofVLOG VLOGisakindofblogfullnameisvideoblogorvideologwhichmeavideoblogvideologavariantderivedfromblog。VLOGauthouseimagestoreplacetextorphotoswritepeonalblogsuploadandsharewithnetize。 ThedefinitionofVLOGontheYouTubeplatformisthatcreatorecorddailylifebyshootingvideos。SuchcreatoarecollectivelyreferredtoasVLOGGER。 InOctober2006amessagefromItalysaidthattheinnovativemobilevideoblogserviceMyVideoBloglaunchedbymobileoperatorItaly3andMobailahasbecomeasuccessfulnewapplicationinItaly。AtthesametimeontheInteetanewformofblogginghasgraduallybeguntoreplacethetraditionaltextblogsandhasquicklybecomepopularamongnetize。ItisthevideoblogVlog。 ThePopularityofVLOGinChina Thehighspeedtramissionof4Ghasgiventhevideoindustryanunprecedentedbonusperiod。Livebroadcastsandshortvideoshavebecomeawayforpeopletoobtaininformationandentertainthemselves。Howeverthevariousshowsbroughtbythelivebroadcastplatformhavegraduallybeenfloggedbyuseandtheyhavetrulybecomeuseurgentdesireforshortvideocontent。 AscanbeseenfromtheVlogdefinitiondocumentaryisoneofitsmostimportantcharacteristics。Recordthedailylifeofthecreatorthroughthelesharepeonaliightslikewritingadiaryandthrowawaytheperformanceelementstofacetheuser。YoucanseefromthesearchonBilibilithatmanyVlogsarecompletelyatruereflectionoftheherosdailylife。ForexamplethedailylifeofasmallidoldormitoryahappytriptoHokkaidoanafteooninthelibraryetc。 UniquepeonalitycharmisalsoanimportantreasonfortheriseofVlog。ThecreatotookVlogfromthefitpepectivesharedtheirpeonalviewsoriightsbasedontheirgrowthexperienceandfullydisplayedtheirpeonalitycharm。ForexampleJingYueagraduatestudentintheDepartmentofPhilosophyatStAndrewsUniveityasadomesticVlogrecordstheprocessoftravelingwithhisgirlfriendaroundtheworldshowingthelifethattheyoungergenerationyearforandcombinespeonalitieswithhighvalueandcalmpeonalityExperienceandknowledgebackgroundusingphilosophicalhumorousandpopularlanguagetointroduceviewetowhattheyhaveseenandheard。AsofAugust2019hisVlogonBilibilihas257000followe。 TheExpressionofMaitreamDiscoueaboutVLOG SpecificallyinthedevelopmentprocessofshortvideoplatformssuchasDouyinandKuaishousomeshortvideochaossuchasvulgarcontentfalseadvertisingandexcessiveentertainmenthaveappeared。InApril2018theStateAdministrationofRadioFilmandTelevisionorderedtodaysheadlinetopermanentlyshutdowntheconnotativeparagraphclientandpublicaccounttocreateapositiveecologicalenvironmentfortheshortvideoindustry。 ComparedwiththecurrentshortvideomarketVlogshighcarryingcapacityanddocumentaryfeaturesmakeitbetterabletospreadthemaitreamvaluesofsocietypromotetraditionalculturesingthemainthemeandachieveatrulypowerfulheritageeuringtimeandspace。Thestabilityofboth。SearchingonBilibilicanseethatmanycreatouseVlogtorecordtherapiddevelopmentofChinainrecentyeathesuperbskillsofancientChineseandthetraditionalcultureofChinaandethnicminorities。(Li&Zhai2003) TheUseofVLOGinDomesticMarketingActivities AlthoughVloghasbeenpopularabroadforalon...
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