How the Palace Museum＇s Cultural and Creative Products Carry on the New Round of Network Marketing with the Help of the Vlog
How the Palace Museum＇s Cultural and Creative Products Carry on the New Round of Network Marketing with the Help of the Vlog
Abstract
The purpose of this paper is to analyze the current status of local cultural and creative industries in China at the present stage and to obtain a marketing plan for the combination of the cultural and creative arts of the Forbidden City and VLOG one of the current trend cultures through investigation and research use Using a variety of scientific research methods finally came to a set of methodologies that can help it launch a new round of online marketing
This paper will use the current network environment as the background the latest marketing actions of the two brands combined with a series of other scientific research methods to help carry out analytical research and finally objectively conclude the feasibility and necessity of a new round of marketing combined with the Palace Museum and VLOG
Keywords new net promoting way Vlog Palace Museum
宫文创助Vlog展开新轮网络营销
摘
该篇文目分析现阶段国方文创现状通调查研究出针宫文创前潮流文化VLOG相结合营销方案时供类型方文创复制采种科学研究方法出套帮助展开新轮网络营销方法
篇文前网络环境背景两品牌新营销动作结合系列等科学研究方法帮助展开分析研究客观出宫文创VLOG结合展开新轮营销行性必性
关键词： 新网络营销方式宫文创短视频
Contents
Abstract Ⅰ
摘 Ⅱ
Introduction 1
1 The Rise of The VLOG in China 2
11 The Introduction of VLOG 2
111 The Popularity of VLOG in China 2
112 The Expression of Mainstream Discourse about VLOG 3
12 The Use of VLOG in Domestic Marketing Activities 3
13 The Forecast and Analysis of the Development of VLOG 3
131 The Change of Communication Mode in the New Media Era 4
132 The Evolution of the Short Video Era 4
133 The Control of the Highquality Content Production 5
2 Missing Marketing of the Palace Museum Products 6
21 Examples of the the Palace Cultural Innovation Marketing 6
211 Weibo Marketing 7
212 Brand Syndication to Achieve Leverage Marketing 8
23 The Feasibility of Combining with VLOG 9
3 The Creation of Online Marketing with VLOG and Palace Museum 11
31 Business Potential of VLOG 11
32 The Inspiration of the Marketing from Yun Watched 11
33 The Methods of the Creative and VLOG Combine Marketing 12
Conclusion 14
References 15
Acknowledgments 16
Introduction
In the Internet era many brands＇ marketing has chosen to add new trendy cultural elements in order to achieve the goals of high customer living high retention and high conversion Although the Forbidden City Cultural Innovation has sprung up in the first two years of marketing and marketing activities such as IP cobranding have not stopped in recent years Currently there is no marketing activity combined with Vlog Therefore this paper will conduct research on this
By analyzing the brand activities that were successfully marketed with Vlog and comparing the marketing cases of the Forbidden City Cultural Innovation with the marketing cases of other close relatives the possibility of mutual integration was analyzed and then the combination with Vlog was used as the Forbidden City literature
From multiple perspectives different marketing strategies have different effects on cultural and creative brand promotion The main research contents of this thesis include the original intention of the creation of the Forbidden City and the brand culture the analysis of the marketing activities in the later period the reasons for the Vlog fever and the possibility of its application to the Forbidden City the cultural and creative brand and a practical solution
The thesis analyzes the factors of the success of Forbidden City Cultural Innovation which is the manifestation of the results of market surveys If it is appropriate it can be appropriately adopted At the same time in accordance with the original intention of researching a high feasibility plan it is appropriate to track and research the target consumer＇s psychology in real time
1 The Rise of The VLOG in China
11 The Introduction of VLOG
VLOG is a kind of blog full name is video blog or video log which means video blog video log a variant derived from blog VLOG authors use images to replace text or photos write personal blogs upload and share with netizens
The definition of VLOG on the YouTube platform is that creators record daily life by shooting videos Such creators are collectively referred to as VLOGGER
In October 2006 a message from Italy said that the innovative mobile video blog service My Video Blog launched by mobile operator Italy 3 and Mobaila has become a successful new application in Italy At the same time on the Internet a new form of blogging has gradually begun to replace the traditional text blogs and has quickly become popular among netizens It is the video blogVlog
111 The Popularity of VLOG in China
The highspeed transmission of 4G has given the video industry an unprecedented bonus period Live broadcasts and short videos have become a way for people to obtain information and entertain themselves However the various shows brought by the live broadcast platform have gradually been flogged by users and they have truly become users＇ urgent desire for short video content
As can be seen from the Vlog definition documentary is one of its most important characteristics Record the daily life of the creator through the lens share personal insights like writing a diary and throw away the performance elements to face the user You can see from the search on Bilibili that many Vlogs are completely a true reflection of the hero＇s daily life For example the daily life of a small idol dormitory a happy trip to Hokkaido an afternoon in the library etc
Unique personality charm is also an important reason for the rise of Vlog The creators took Vlog from the first perspective shared their personal views or insights based on their growth experience and fully displayed their personality charm For example Jing Yue a graduate student in the Department of Philosophy at St Andrews University as a domestic Vlog records the process of traveling with his girlfriend around the world showing the life that the younger generation yearns for and combines personalities with highvalue and calm personality Experience and knowledge background using philosophical humorous and popular language to introduce viewers to what they have seen and heard As of August 2019 his Vlog on Bilibili has 257000 followers
112 The Expression of Mainstream Discourse about VLOG
Specifically in the development process of short video platforms such as Douyin and Kuaishou some short video chaos such as vulgar content false advertising and excessive entertainment have appeared In April 2018 the State Administration of Radio Film and Television ordered today＇s headline to permanently shut down the connotative paragraph client and public account to create a positive ecological environment for the short video industry
Compared with the current short video market Vlog＇s high carrying capacity and documentary features make it better able to spread the mainstream values of society promote traditional culture sing the main theme and achieve a truly powerful heritage ensuring time and space The stability of both Searching on Bilibili can see that many creators use Vlog to record the rapid development of China in recent years the superb skills of ancient Chinese and the traditional culture of China and ethnic minorities (Li & Zhai 2003)
12 The Use of VLOG in Domestic Marketing Activities
Although Vlog has been popular abroad for a long time its development at home is slightly slower Until 2018 Vlog has developed rapidly in China Vlog has attracted more and more attention and a number of influential professional Vloggers have also appeared In addition many video platforms and capital markets have also begun to test the water these signs are sufficient to show that Vlog is gradually becoming popular in China (Huang & Wang 2018)
13 The Forecast and Analysis of the Development of VLOG
During the last two sessions last year China Daily launched the First Experience of the Two Sisters Vlog China Daily reporter Peng Yixuan was the protagonist of the Vlog This time it is no longer a professional camera and the reporting method is no longer official Once the dull and boring reporting method was changed in the past it will receive tens of millions of views once launched The emergence of Vlog makes up for the shortcomings of the lack of depth of short videos Its products with the concept of Blog as the king quickly became popular among millennials Vlog brings more than just highquality lifestyles and lifestyle attitudes The transformation also brings indepth connotation and immersive experience it is not the product of entertainment to death
131 The Change of Communication Mode in the New Media Era
Show as much content as possible in effective time is the demand of the development of the Internet age The birth of short videos meets our need for diversified access to information and the emergence of Vlog meets the needs of most people for a diversified life Vlog as an expression of short videos has affinity that short videos do not have The user of Vlog is both a content producer and a content consumer He is no longer the privilege of professional editors and celebrities The decentralized content output and lifelike narrative style make the production of Vlog videos no longer look up and watch Ordinary people can easily make Vlogs as long as they have a mobile phone Some researchers have combed portraits of users who use Vlog and found that users who like to use Vlog to record their lives are mostly people with low social status generally lacking in talent but extremely desperate to get attention Its low characteristics make it highly sought after The trivial life is mixed with the small fortunes of life and the pictures are very daily Because of simple editing and stitching plus rhythmic background music or artistic or humorous narration a few minutes of video can record a day of life Down this is the charm of Vlog Vlog meets the reading and viewing requirements of people in the era of fragmentation and also meets the needs for personality expression after the 90s and 00s
132 The Evolution of the Short Video Era
Everyone is welcoming life with a new attitude They are eager to get the right to speak and to pay attention to society and Vlog meets their desire to express Vlog records life in the form of video The rapid development of the Internet has gradually eliminated the easytosave feature Video can be found no matter how long it is uploaded on the Internet Therefore Vlog is one of the main ways for young people The expression is also more in place than the text The text record is more like a flow account and the visual Vlog makes the life more colorful and the life full of ritual through the rendering of background music and the supplement of subtitle expressions Just as the Vlog production platform VUE＇s slogan Make everyday a treasure Vlog is more than just a diary for recording life it is more like a personal image propaganda film and its production has a clear personal color
Vlog can beautify the personalities of individuals In order to create a perfect personal image positive style films tend to deepen each other＇s favor
133 The Control of the Highquality Content Production
Vlog as an imported product has a slow development speed in China At first it relied on the living records of overseas students to communicate with domestic netizens to form a social circle to make up for the missing sense of belonging Although China has its own Vlog circle compared to the foreign language website YouTube China＇s Vlog platform has far less influence and the platforms and channels for communication are also scarce How to attract users with the best quality content and get clicks is a top priority for the platform So to mature Vlog the platform is also important Bilibili as the main Vlog publishing platform in China although the number is increasing every day there are still many problems with the push of highquality content Many new bloggers ’highquality videos have not been pushed by the homepage in time Vlogger heads that have accumulated a large number of fans are often the favored homepage The head Vlog ger video content can be easily pushed to the homepage without filtering The platform＇s push mechanism also determines the enthusiasm of Vlogger for producing highquality native content The Vlog publishing platform should also increase the promotion and promotion of Vlogs for highquality content to motivate Vlogger＇s production content At the same time it should also avoid the phenomenon of homogenization and excessive entertainment and tell the good stories with personal experience
Vlog shows its affinity and dissemination in political journalism ease of operation and timeliness in the reporting of disaster events and the emergence of the two sessions of Vlog is also an inevitable trend in the development of journalism in the new media era Vlog brings not only a change in the way of communication but also a sense of ritual that is missing in life Although China＇s Vlog is still in its initial growth stage with the 5G big data cloud computing and update iterations of shooting equipment the development of Vlog usher in a new impetus It is foreseeable that Vlog has huge living space and development potential in the future news field
2 Missing Marketing of the Palace Museum Products
21 Examples of the the Palace Cultural Innovation Marketing
Forbidden City Taobao is the official sales online shop opened by the Beijing Forbidden City Cultural Service Center The products it sells are basically the same as the Forbidden City Stores inside and outside the Forbidden City The prices are also uniformly priced The purpose is to spread the Forbidden City culture through ecommerce In essence Taobao of the Forbidden City is based on the history and culture of the Forbidden City It is a brand that is backed by a strong product There are many product surroundings and marketing selling points that can be discovered and the marketing potential is very considerable However the marketing methods of Taobao in the Forbidden City in the early stage were not satisfactory In the first two or three years the promotion methods of Taobao in the Forbidden City were quite satisfactory There were not many Weibo fans and few retweets and comments There are many people but very few people know the Taobao and Forbidden City products (Ruan 2019)
Beginning at the end of October 2015 the Forbidden City Taobao began to change its marketing method It still uses Weibo as its main marketing and publicity platform and has changed from the traditional nonbright official Weibo to a lively interesting dynamic rich content and has a large fan base The Weibo net celebrity the products of the Forbidden City Taobao are also sought after and are constantly being introduced according to the suggestions of fans Throughout the transformation process of Taobao in the Forbidden City it is not difficult to find that the basic operation of its marketing is to rationally transfer the concept of integrated marketing communication to the new media platform integrate products prices channels and promotions and target specific Communities through communicative content or topics using community network structures Peopletopeople connections have enabled rapid diffusion and dissemination of information and ultimately achieved effective dissemination
Strictly implement the exit mechanism Considering the uniqueness of the museum＇s cultural and creative products this article suggests learning the cultural and creative products＇ network marketing experience in the Taipei Palace Museum The Taipei Palace Museum launches about 300 new products covering all cultural and creative products every month and adopts a strict exit mechanism that is cultural and creative products with a cold market response will be launched for sale and will be destroyed or discounted The quality of this cultural and creative product has been better guaranteed and the price concessions provided have also provided consumers with certain benefits Combining the experience of the Taipei Palace Museum this article suggests that the online marketing of cultural and creative products in Chinese museums also strictly implement the exit mechanism thereby ensuring the comprehensive quality of cultural and creative products which can lay a solid foundation for the development of online marketing (Wang 2019)
Continue to inject new vitality As for Palace Museum the facts have told us that doing marketing with the pop culture can have a great effect on sell and promoting which are the key for us to decide the direction of next marketing way That’ s a good way and seldom Palace Museum use which is to combining with VLOG and to do a new round netmarketing
211 Weibo Marketing
Weibo as an important carrier of viral marketing in content marketing has the characteristics of fast information release convenient information dissemination and providing an interactive platform It is an important choice for companies to carry out brand promotion gather fans and increase influence As of early 2019 the Weibo of the Palace Museum had 626 million followers and Taobao of the Forbidden City also had 106 million followers Such a huge number of fans will inevitably bring huge views and readings At the same time the characteristics of the Weibo platform that is easy to forward and spread and the hot search guides to browse also make the Forbidden City Wenchuang become a popular Weibo topic among young people On January 6 2019 The New Year in the Forbidden City appeared on the hot search list and gained 1485 million views in just 1 d This topic was initiated by the Palace Museum to encourage users to use Weibo The Bo story records the forbidden city full of years attracting more Chinese people to visit the Forbidden City during the most important festival leaving longlasting memories At the same time in order to cater for the series of New Year and XiangxiangNew Year in Zijin City series of exhibitions the palace lanterns door gods and couplets are affixed in the Qianqing Palace and other places giving people an atmosphere full of flavor The Forbidden City grasped the spiritual needs of the Chinese people used the Spring Festival for emotional marketing and then used the Weibo platform for dissemination which will undoubtedly achieve greater response and effect (Sun 2019)
212 Brand Syndication to Achieve Leverage Marketing
Brand syndication to achieve leverage marketing Nongfu Spring Fountain of the Forbidden City In August 2018 the Forbidden City Cultural Service Center and Nongfu Shanquan launched the Forbidden City New Year＇s Day bottle On the reverse side of the bottle the treasured New Year paintings of the Palace Museum are printed on the bottle If you watch carefully you can see the children＇s artillery battles blowing suonas playing games etc There are also poetic scenes such as peacocks opening screens and magpies climbing branches There are allegorical idioms and moving copywriting beside the New Year＇s paintings which makes people feel full of the taste of the New Year while full of longing for the New Year＇s vision and a beautiful life For example The reunion of the family—the scenery on both sides of the return road is the most beautiful ink painting in the world The home is in the supremacy of the Chinese people Every year the taste gradually becomes stronger and the homesickness becomes heavier The Forbidden City uses these Internet languages for emotional marketing which moves consumers＇ hearts and makes consumers feel At the same time we should strengthen our understanding of the Forbidden City culture (Rao & Sun 2019)
Filming documentaries and TV series for scene marketing Documentary marketing Since 2005 the National Palace Museum and CCTV have produced three largescale documentaries The broadcast of I Repair Cultural Relics in the Forbidden City has produced a huge response in the society It describes the difficulty and difficulty of the cultural relic restoration work and spreads the Chinese artisans spirit The Palace Museum demonstrated the culture of great nation craftsmen through a documentary A group of craftsmen with a variety of craftsmanship are willing to be ordinary choose one thing and spend their entire lives silently guarding the pure land of this culture Using documentary marketing more people learn about the unknown side of the Forbidden City deepen their understanding of the Forbidden City culture and enhance the influence and cohesion of the Forbidden City＇s super cultural IP
TV variety marketing In recent years the palace dramas in the TV drama industry are full of flowers such as Zhen Ye Biography and so on These palace dramas tell stories from the imperial palace of the Qing Dynasty With the Forbidden City as the background the audience can understand the ups and downs of the plot and understand the era Cultural heritage and rich connotation At the end of 2018 the Shangxin · Forbidden City hit the air It is a reality show variety show produced by the Palace Museum and Beijing TV Station Stars and a Royal Cat jointly explore the secrets of the Forbidden City Current Douban score 82 It has gained a huge amount of attention on Weibo and read topics 800 million 70000 discussion the Forbidden City now through the variety show star crossborder cooperation has been from 600 years of old antiques into a new generation of net red
Echo of the Forbidden City comic Echo of the Forbidden City is a comic produced by the Forbidden City Museum Tencent Video and Tencent Next Idea It is mainly about tens of thousands of boxes of cultural relics guarded by the Forbidden City to avoid war Road in the form of animation let us in peace times feel the mission of war years live in peace and inherit the culture The anime produced by the Forbidden City in the Forbidden City is mainly aimed at the current millennials Through comics the events of the wartorn era are vividly displayed to strengthen the brand of traditional culture in the hearts of millennials The director of the Palace Museum Shan Xiangxiang said to the Palace Museum that the culture is more and more grounded The cultural relics are not spoken but they are alive They should not just be locked in the treasury but they should be revived in many forms and ways And then realize its cultural value so the marketing strategies adopted by the Forbidden City are based on the principle of spreading cultural values and the success of the marketing strategies of the Forbidden City will also drive the entire museum cultural industry forward
23 The Feasibility of Combining with VLOG
From panentertainment to vertical Quickhand vibratolike short video content pursues instant gratification and captures moments Most of the content focuses on themes such as funny dazzling highvalue grassroots etc These contents are eyecatching and give people a strong sense in just tens of seconds Visual stimulus but there are generally problems such as low style and serious panentertainment With the explosive growth of the short video industry and the saturation of content forms audiences gradually develop aesthetic fatigue on such content and turn to authenticity and life Interest and expectation of personalized content The sudden rise of Vlog is a typical example There are some differences between Vlog and fasthanded short videos in various aspects Vlog abandoned the blind pursuit of panentertainment content emphasized deperformance and used fastpaced editing techniques and fragmented narrative logic to tell Vlogger＇s real daily life and conveyed Vlogger＇s attitude and values in these ordinary and trivial everyday situations The viewer resonates and thinks
Create a distinct personal IP In this era of information explosion creators with distinctive personal IPs are one of the winning magic tricks to continue to produce highquality communication content and create stickiness with users Although Vlog looks like a daily account record its video content contains Vlogger＇s unique personality charm and aesthetic orientation This unique personal IP caters to the needs of audiences to pay attention to differentiation and is one of the necessary conditions for blogger circle fans
Cater to the aesthetic needs of the audience At present the short video content of Douyin and Quick Hands is becoming more and more homogeneous and its more extensive UGC can no longer meet the aesthetic needs of some users Therefore the emergence of Vlog brings a strong sense of freshness to the current short video field and fills the current aesthetic fatigue of the short video field Vlog is a form of content that emphasizes aesthetics In the production of content the creator pays attention to the coordination of the picture and the coherence of the lens language In addition editing soundtrack text etc are also very sophisticated aspects of the creator Secondly unlike short videos with exaggerated performance elements Vlog emphasizes fresh and natural
The authenticity and life of the expression and video content Through this deliberate way of communication and interaction Vlog attracted a group of users with similar aesthetic tones and also established a close relationship and trust between bloggers and fans
3 The Creation of Online Marketing with VLOG and Palace Museum
31 Business Potential of VLOG
Build a communication platform The establishment of a highquality communication platform is one of the cornerstones to ensure the steady development of Vlog In 2018 many platforms began to test the water and increased support for Vlog content The short video editing software VUE was renamed VUE VLOG and the short video editing tool was upgraded to the Vlog community the video website bilibili launched # 30 days Vlog video Challenge # at the end of November 2018 All UP masters who completed 4 Vlog challenges in 30 days will receive Priority to participate in Vlog offline activities and the opportunity to join the Bsite Vlog seed user group Weibo＇s 2019 video operation policy states that as long as it becomes a Weibo certified Vlogger it will preferentially join the Weibo creator ad sharing program The establishment of these platforms and policy support for Vlog will help promote the distribution of Vlog and support Vlogger＇s continuous production of highquality content
New Brand Marketing Model At present the development of domestic Vlog is still facing many uncertainties and its profit model is not fully formed but Vlog has huge development potential in brand marketing This is due to the stronger content established between Vlogger and fans than other content The intimacy and stickiness of the category When fans agree with Vlogger＇s video content and values fans will be more likely to see ads placed on Vlogger (Meng 2019)
Willing to accept and join discussions thus weakening brand implantation and creating a benign interactive marketing situation
Palace Museum can use VLOG to spread the daily view of it’ s place which can attract a lot of shot video lover to have a view and it’ s also can add some purchasing link for some Palace Museum lovers to buy the product at once
But the most important reason that we choose VOLG as our combining point is VLOG updating quickly which can set a good IP and follow some pop thing It can help the brand to link to consumer closely to the most extend (Bing 2019)
32 The Inspiration of the Marketing from Yun Watched
Due to the impact of the new coronavirus people throughout the country spent this Spring Festival at home During this period all activities were conducted online and the National Palace Museum also canceled the reunion dinner in the Palace Museum But for the Chinese this is a good time after all It is especially convenient to work and study online and live video is very convenient Therefore the Forbidden City and Tencent Weishi cooperated to use video to convey the beauty of the Forbidden City to netizens throughout the country WeChat＇s cloud live broadcast saw an exhibition in the Forbidden City online and the number of netizens who watched it over the same period reached tens of millions Netizens also said that this cloud live broadcast can be held more in the future which also gives everyone a sense of traditional Chinese culture Learn more
It can be seen that the acceptance and recognition of traditional culture by netizens is gradually increasing and the sense of clan identity is unmatched before
In this case why not use the idea of the Forbidden City cultural creation derived from Chinese traditional culture to combine it with the hottest VLOG nowadays The Forbidden City＇s excellent representative program the new Forbidden City uses the method of shooting documentaries by stars in the Forbidden City In comparison the Forbidden City can explain the historical knowledge and famous cultural relics to the audience many times more than the Forbidden City so VLOG is a necessary first choice for the Forbidden City to enter the video industry
The Forbidden City creation is a category of fastmoving consumer goods Consumers also have the characteristics of impulsive consumption In recent years data surveys have found that people’s concentration on video entertainment consumption is getting lower and lower From the original 1 minute Up to 30 seconds later up to now many people do not necessarily insist on reading 15 seconds so when combining with VLOG But the special feature of VLOG is that it makes people willing to spend more than ten minutes to watch a person＇s trivial life The reason is that this type of video greatly reduces the psychological and brain burden on the viewer so in When making VOLG video it is necessary to adopt an easy and simple shooting method
33 The Methods of the Creative and VLOG Combine Marketing
When combining with VLOG the Forbidden City Wenchuang has noticed the following points which will greatly increase the amount of traffic and conversion during marketing
The first is the celebrity There is no doubt that a talented celebrity artist as a public figure has a huge impact on the public and even the backbone of the future of the motherland The idols with all aspects of the image are more than just It can lay the tone of the brand and also allow consumers to associate the two so as to transfer the favorability of the stars to the products The attraction of the stars is indeed what we have to admit They can provide videos for our products Bringing huge traffic there is traffic first followed by video content
The focus of the video content should not be placed on the product itself This year the term soft and wide has become more and more popular in the marketing community If a product has good marketing it can even make up for the shortcomings of the product itself and this can be passed A good concept is realized it can be very virtual and ethereal but it conveys the valuesthat this society needs and you can ask professional advertising companies to design copy for it
For many categories potential customers have long known the benefits of these products If you want to climb their mental ladder you have to connect your brand with the brand in your heart
Forbidden City Creation is the originator of many cultural and creative brands When choosing a pioneering marketing method pay attention to the role of the leader in the entire industry (He 2017 p192) Proper public relations and online interaction with other cultural and creative brands are also a good way To speak for the whole industry the trend of combining with VLOG will double the effect
Finally the topic binding which can be said to be the lowest cost in the current Internet marketing but the best way to achieve results traditionally is to rub hot spots it is best to communicate with the public relations department so as not to cause their own brands Bad effect
Conclusion
The combining of VLOG and Palace Museum is the best effective and high back way to begin a new round of net marketing Palace Museum can use VLOG to establish your own IP and strengthen the IP image In addition daily updates help to increase user stickiness Based on the characteristics of VLOG you can maximize the distance between consumers and the brand The later marketing conversion has been better realized which shows that the trend of the combination of the Palace Museum and VLOG is just around the corner and necessary
VLOG is a type of video that costs less time to watch This is the most prominent feature compared to other videos so if you decide to combine it with VLOG you cannot destroy it You can choose from video filters backgrounds etc In terms of clever shooting The combined marketing of the Forbidden City Cultural and Creative and VOLG will be a precedent for other types of local cultural and creative works with a star content and public relations To choose multiplatform delivery or exclusive delivery it is also necessary to appropriately allocate resources based on the product＇s popularity in the market and other situations It is generally recommended that products with higher visibility have fewer channels and products with lower visibility have the opposite effect
References
[1] 宾振宇 (2019) Vlog中国发展现状前景浅析 [J] 视听
[2] 佳讯 (2017) 品牌逻辑 [M] 北京 机械工业出版社
[3] 黄莹 王勇 (2018) 宫淘宝华丽转身——新媒体背景文创品牌整合营销案例分析 [J] 改革开放
[4] 李铭煜 翟浩 (2019) 作文化传播：宫文创热意涵解读 [J] 新闻世界
[5] 孟璐 (2019) Vlog国发展现状问题策建议 [J] 新媒体研究
[6] 饶鉴 苏艳 (2019) Vlog容特点商业转化方式 [J] 新闻传播
[7] 阮紫嫣 (2019) Vlog发展现状进阶瓶颈解读——基长尾理视角 [J] 新闻研究导刊
[8] 史金 (2019) 博物馆文化创意产品网络营销策略分析——宫文创产品例 [J] 现代营销（营版）
[9] 孙肖 (2019) 新媒体背景宫文创整合营销策略分析 [J] 技术市场
[10] 王莹 (2019) 两会Vlog新媒体时代传播新方式 [J] 视听
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How the Palace Museum＇s Cultural and Creative Products Carry on the New Round of Network Marketing with the Help of the Vlog
How the Palace Museum＇s Cultural and Creative Products Carry on the New Round of Network Marketing with the Help of the Vlog
Abstract
The purpose of this paper is to analyze the current status of local cultural and creative industries in China at the present stage and to obtain a marketing plan for the combination of the cultural and creative arts of the Forbidden City and VLOG one of the current trend cultures through investigation and research use Using a variety of scientific research methods finally came to a set of methodologies that can help it launch a new round of online marketing
This paper will use the current network environment as the background the latest marketing actions of the two brands combined with a series of other scientific research methods to help carry out analytical research and finally objectively conclude the feasibility and necessity of a new round of marketing combined with the Palace Museum and VLOG
Keywords new net promoting way Vlog Palace Museum
宫文创助Vlog展开新轮网络营销
摘
该篇文目分析现阶段国方文创现状通调查研究出针宫文创前潮流文化VLOG相结合营销方案时供类型方文创复制采种科学研究方法出套帮助展开新轮网络营销方法
篇文前网络环境背景两品牌新营销动作结合系列等科学研究方法帮助展开分析研究客观出宫文创VLOG结合展开新轮营销行性必性
关键词： 新网络营销方式宫文创短视频
Contents
Abstract Ⅰ
摘 Ⅱ
Introduction 1
1 The Rise of The VLOG in China 2
11 The Introduction of VLOG 2
111 The Popularity of VLOG in China 2
112 The Expression of Mainstream Discourse about VLOG 3
12 The Use of VLOG in Domestic Marketing Activities 3
13 The Forecast and Analysis of the Development of VLOG 3
131 The Change of Communication Mode in the New Media Era 4
132 The Evolution of the Short Video Era 4
133 The Control of the Highquality Content Production 5
2 Missing Marketing of the Palace Museum Products 6
21 Examples of the the Palace Cultural Innovation Marketing 6
211 Weibo Marketing 7
212 Brand Syndication to Achieve Leverage Marketing 8
23 The Feasibility of Combining with VLOG 9
3 The Creation of Online Marketing with VLOG and Palace Museum 11
31 Business Potential of VLOG 11
32 The Inspiration of the Marketing from Yun Watched 11
33 The Methods of the Creative and VLOG Combine Marketing 12
Conclusion 14
References 15
Acknowledgments 16
Introduction
In the Internet era many brands＇ marketing has chosen to add new trendy cultural elements in order to achieve the goals of high customer living high retention and high conversion Although the Forbidden City Cultural Innovation has sprung up in the first two years of marketing and marketing activities such as IP cobranding have not stopped in recent years Currently there is no marketing activity combined with Vlog Therefore this paper will conduct research on this
By analyzing the brand activities that were successfully marketed with Vlog and comparing the marketing cases of the Forbidden City Cultural Innovation with the marketing cases of other close relatives the possibility of mutual integration was analyzed and then the combination with Vlog was used as the Forbidden City literature
From multiple perspectives different marketing strategies have different effects on cultural and creative brand promotion The main research contents of this thesis include the original intention of the creation of the Forbidden City and the brand culture the analysis of the marketing activities in the later period the reasons for the Vlog fever and the possibility of its application to the Forbidden City the cultural and creative brand and a practical solution
The thesis analyzes the factors of the success of Forbidden City Cultural Innovation which is the manifestation of the results of market surveys If it is appropriate it can be appropriately adopted At the same time in accordance with the original intention of researching a high feasibility plan it is appropriate to track and research the target consumer＇s psychology in real time
1 The Rise of The VLOG in China
11 The Introduction of VLOG
VLOG is a kind of blog full name is video blog or video log which means video blog video log a variant derived from blog VLOG authors use images to replace text or photos write personal blogs upload and share with netizens
The definition of VLOG on the YouTube platform is that creators record daily life by shooting videos Such creators are collectively referred to as VLOGGER
In October 2006 a message from Italy said that the innovative mobile video blog service My Video Blog launched by mobile operator Italy 3 and Mobaila has become a successful new application in Italy At the same time on the Internet a new form of blogging has gradually begun to replace the traditional text blogs and has quickly become popular among netizens It is the video blogVlog
111 The Popularity of VLOG in China
The highspeed transmission of 4G has given the video industry an unprecedented bonus period Live broadcasts and short videos have become a way for people to obtain information and entertain themselves However the various shows brought by the live broadcast platform have gradually been flogged by users and they have truly become users＇ urgent desire for short video content
As can be seen from the Vlog definition documentary is one of its most important characteristics Record the daily life of the creator through the lens share personal insights like writing a diary and throw away the performance elements to face the user You can see from the search on Bilibili that many Vlogs are completely a true reflection of the hero＇s daily life For example the daily life of a small idol dormitory a happy trip to Hokkaido an afternoon in the library etc
Unique personality charm is also an important reason for the rise of Vlog The creators took Vlog from the first perspective shared their personal views or insights based on their growth experience and fully displayed their personality charm For example Jing Yue a graduate student in the Department of Philosophy at St Andrews University as a domestic Vlog records the process of traveling with his girlfriend around the world showing the life that the younger generation yearns for and combines personalities with highvalue and calm personality Experience and knowledge background using philosophical humorous and popular language to introduce viewers to what they have seen and heard As of August 2019 his Vlog on Bilibili has 257000 followers
112 The Expression of Mainstream Discourse about VLOG
Specifically in the development process of short video platforms such as Douyin and Kuaishou some short video chaos such as vulgar content false advertising and excessive entertainment have appeared In April 2018 the State Administration of Radio Film and Television ordered today＇s headline to permanently shut down the connotative paragraph client and public account to create a positive ecological environment for the short video industry
Compared with the current short video market Vlog＇s high carrying capacity and documentary features make it better able to spread the mainstream values of society promote traditional culture sing the main theme and achieve a truly powerful heritage ensuring time and space The stability of both Searching on Bilibili can see that many creators use Vlog to record the rapid development of China in recent years the superb skills of ancient Chinese and the traditional culture of China and ethnic minorities (Li & Zhai 2003)
12 The Use of VLOG in Domestic Marketing Activities
Although Vlog has been popular abroad for a long time its development at home is slightly slower Until 2018 Vlog has developed rapidly in China Vlog has attracted more and more attention and a number of influential professional Vloggers have also appeared In addition many video platforms and capital markets have also begun to test the water these signs are sufficient to show that Vlog is gradually becoming popular in China (Huang & Wang 2018)
13 The Forecast and Analysis of the Development of VLOG
During the last two sessions last year China Daily launched the First Experience of the Two Sisters Vlog China Daily reporter Peng Yixuan was the protagonist of the Vlog This time it is no longer a professional camera and the reporting method is no longer official Once the dull and boring reporting method was changed in the past it will receive tens of millions of views once launched The emergence of Vlog makes up for the shortcomings of the lack of depth of short videos Its products with the concept of Blog as the king quickly became popular among millennials Vlog brings more than just highquality lifestyles and lifestyle attitudes The transformation also brings indepth connotation and immersive experience it is not the product of entertainment to death
131 The Change of Communication Mode in the New Media Era
Show as much content as possible in effective time is the demand of the development of the Internet age The birth of short videos meets our need for diversified access to information and the emergence of Vlog meets the needs of most people for a diversified life Vlog as an expression of short videos has affinity that short videos do not have The user of Vlog is both a content producer and a content consumer He is no longer the privilege of professional editors and celebrities The decentralized content output and lifelike narrative style make the production of Vlog videos no longer look up and watch Ordinary people can easily make Vlogs as long as they have a mobile phone Some researchers have combed portraits of users who use Vlog and found that users who like to use Vlog to record their lives are mostly people with low social status generally lacking in talent but extremely desperate to get attention Its low characteristics make it highly sought after The trivial life is mixed with the small fortunes of life and the pictures are very daily Because of simple editing and stitching plus rhythmic background music or artistic or humorous narration a few minutes of video can record a day of life Down this is the charm of Vlog Vlog meets the reading and viewing requirements of people in the era of fragmentation and also meets the needs for personality expression after the 90s and 00s
132 The Evolution of the Short Video Era
Everyone is welcoming life with a new attitude They are eager to get the right to speak and to pay attention to society and Vlog meets their desire to express Vlog records life in the form of video The rapid development of the Internet has gradually eliminated the easytosave feature Video can be found no matter how long it is uploaded on the Internet Therefore Vlog is one of the main ways for young people The expression is also more in place than the text The text record is more like a flow account and the visual Vlog makes the life more colorful and the life full of ritual through the rendering of background music and the supplement of subtitle expressions Just as the Vlog production platform VUE＇s slogan Make everyday a treasure Vlog is more than just a diary for recording life it is more like a personal image propaganda film and its production has a clear personal color
Vlog can beautify the personalities of individuals In order to create a perfect personal image positive style films tend to deepen each other＇s favor
133 The Control of the Highquality Content Production
Vlog as an imported product has a slow development speed in China At first it relied on the living records of overseas students to communicate with domestic netizens to form a social circle to make up for the missing sense of belonging Although China has its own Vlog circle compared to the foreign language website YouTube China＇s Vlog platform has far less influence and the platforms and channels for communication are also scarce How to attract users with the best quality content and get clicks is a top priority for the platform So to mature Vlog the platform is also important Bilibili as the main Vlog publishing platform in China although the number is increasing every day there are still many problems with the push of highquality content Many new bloggers ’highquality videos have not been pushed by the homepage in time Vlogger heads that have accumulated a large number of fans are often the favored homepage The head Vlog ger video content can be easily pushed to the homepage without filtering The platform＇s push mechanism also determines the enthusiasm of Vlogger for producing highquality native content The Vlog publishing platform should also increase the promotion and promotion of Vlogs for highquality content to motivate Vlogger＇s production content At the same time it should also avoid the phenomenon of homogenization and excessive entertainment and tell the good stories with personal experience
Vlog shows its affinity and dissemination in political journalism ease of operation and timeliness in the reporting of disaster events and the emergence of the two sessions of Vlog is also an inevitable trend in the development of journalism in the new media era Vlog brings not only a change in the way of communication but also a sense of ritual that is missing in life Although China＇s Vlog is still in its initial growth stage with the 5G big data cloud computing and update iterations of shooting equipment the development of Vlog usher in a new impetus It is foreseeable that Vlog has huge living space and development potential in the future news field
2 Missing Marketing of the Palace Museum Products
21 Examples of the the Palace Cultural Innovation Marketing
Forbidden City Taobao is the official sales online shop opened by the Beijing Forbidden City Cultural Service Center The products it sells are basically the same as the Forbidden City Stores inside and outside the Forbidden City The prices are also uniformly priced The purpose is to spread the Forbidden City culture through ecommerce In essence Taobao of the Forbidden City is based on the history and culture of the Forbidden City It is a brand that is backed by a strong product There are many product surroundings and marketing selling points that can be discovered and the marketing potential is very considerable However the marketing methods of Taobao in the Forbidden City in the early stage were not satisfactory In the first two or three years the promotion methods of Taobao in the Forbidden City were quite satisfactory There were not many Weibo fans and few retweets and comments There are many people but very few people know the Taobao and Forbidden City products (Ruan 2019)
Beginning at the end of October 2015 the Forbidden City Taobao began to change its marketing method It still uses Weibo as its main marketing and publicity platform and has changed from the traditional nonbright official Weibo to a lively interesting dynamic rich content and has a large fan base The Weibo net celebrity the products of the Forbidden City Taobao are also sought after and are constantly being introduced according to the suggestions of fans Throughout the transformation process of Taobao in the Forbidden City it is not difficult to find that the basic operation of its marketing is to rationally transfer the concept of integrated marketing communication to the new media platform integrate products prices channels and promotions and target specific Communities through communicative content or topics using community network structures Peopletopeople connections have enabled rapid diffusion and dissemination of information and ultimately achieved effective dissemination
Strictly implement the exit mechanism Considering the uniqueness of the museum＇s cultural and creative products this article suggests learning the cultural and creative products＇ network marketing experience in the Taipei Palace Museum The Taipei Palace Museum launches about 300 new products covering all cultural and creative products every month and adopts a strict exit mechanism that is cultural and creative products with a cold market response will be launched for sale and will be destroyed or discounted The quality of this cultural and creative product has been better guaranteed and the price concessions provided have also provided consumers with certain benefits Combining the experience of the Taipei Palace Museum this article suggests that the online marketing of cultural and creative products in Chinese museums also strictly implement the exit mechanism thereby ensuring the comprehensive quality of cultural and creative products which can lay a solid foundation for the development of online marketing (Wang 2019)
Continue to inject new vitality As for Palace Museum the facts have told us that doing marketing with the pop culture can have a great effect on sell and promoting which are the key for us to decide the direction of next marketing way That’ s a good way and seldom Palace Museum use which is to combining with VLOG and to do a new round netmarketing
211 Weibo Marketing
Weibo as an important carrier of viral marketing in content marketing has the characteristics of fast information release convenient information dissemination and providing an interactive platform It is an important choice for companies to carry out brand promotion gather fans and increase influence As of early 2019 the Weibo of the Palace Museum had 626 million followers and Taobao of the Forbidden City also had 106 million followers Such a huge number of fans will inevitably bring huge views and readings At the same time the characteristics of the Weibo platform that is easy to forward and spread and the hot search guides to browse also make the Forbidden City Wenchuang become a popular Weibo topic among young people On January 6 2019 The New Year in the Forbidden City appeared on the hot search list and gained 1485 million views in just 1 d This topic was initiated by the Palace Museum to encourage users to use Weibo The Bo story records the forbidden city full of years attracting more Chinese people to visit the Forbidden City during the most important festival leaving longlasting memories At the same time in order to cater for the series of New Year and XiangxiangNew Year in Zijin City series of exhibitions the palace lanterns door gods and couplets are affixed in the Qianqing Palace and other places giving people an atmosphere full of flavor The Forbidden City grasped the spiritual needs of the Chinese people used the Spring Festival for emotional marketing and then used the Weibo platform for dissemination which will undoubtedly achieve greater response and effect (Sun 2019)
212 Brand Syndication to Achieve Leverage Marketing
Brand syndication to achieve leverage marketing Nongfu Spring Fountain of the Forbidden City In August 2018 the Forbidden City Cultural Service Center and Nongfu Shanquan launched the Forbidden City New Year＇s Day bottle On the reverse side of the bottle the treasured New Year paintings of the Palace Museum are printed on the bottle If you watch carefully you can see the children＇s artillery battles blowing suonas playing games etc There are also poetic scenes such as peacocks opening screens and magpies climbing branches There are allegorical idioms and moving copywriting beside the New Year＇s paintings which makes people feel full of the taste of the New Year while full of longing for the New Year＇s vision and a beautiful life For example The reunion of the family—the scenery on both sides of the return road is the most beautiful ink painting in the world The home is in the supremacy of the Chinese people Every year the taste gradually becomes stronger and the homesickness becomes heavier The Forbidden City uses these Internet languages for emotional marketing which moves consumers＇ hearts and makes consumers feel At the same time we should strengthen our understanding of the Forbidden City culture (Rao & Sun 2019)
Filming documentaries and TV series for scene marketing Documentary marketing Since 2005 the National Palace Museum and CCTV have produced three largescale documentaries The broadcast of I Repair Cultural Relics in the Forbidden City has produced a huge response in the society It describes the difficulty and difficulty of the cultural relic restoration work and spreads the Chinese artisans spirit The Palace Museum demonstrated the culture of great nation craftsmen through a documentary A group of craftsmen with a variety of craftsmanship are willing to be ordinary choose one thing and spend their entire lives silently guarding the pure land of this culture Using documentary marketing more people learn about the unknown side of the Forbidden City deepen their understanding of the Forbidden City culture and enhance the influence and cohesion of the Forbidden City＇s super cultural IP
TV variety marketing In recent years the palace dramas in the TV drama industry are full of flowers such as Zhen Ye Biography and so on These palace dramas tell stories from the imperial palace of the Qing Dynasty With the Forbidden City as the background the audience can understand the ups and downs of the plot and understand the era Cultural heritage and rich connotation At the end of 2018 the Shangxin · Forbidden City hit the air It is a reality show variety show produced by the Palace Museum and Beijing TV Station Stars and a Royal Cat jointly explore the secrets of the Forbidden City Current Douban score 82 It has gained a huge amount of attention on Weibo and read topics 800 million 70000 discussion the Forbidden City now through the variety show star crossborder cooperation has been from 600 years of old antiques into a new generation of net red
Echo of the Forbidden City comic Echo of the Forbidden City is a comic produced by the Forbidden City Museum Tencent Video and Tencent Next Idea It is mainly about tens of thousands of boxes of cultural relics guarded by the Forbidden City to avoid war Road in the form of animation let us in peace times feel the mission of war years live in peace and inherit the culture The anime produced by the Forbidden City in the Forbidden City is mainly aimed at the current millennials Through comics the events of the wartorn era are vividly displayed to strengthen the brand of traditional culture in the hearts of millennials The director of the Palace Museum Shan Xiangxiang said to the Palace Museum that the culture is more and more grounded The cultural relics are not spoken but they are alive They should not just be locked in the treasury but they should be revived in many forms and ways And then realize its cultural value so the marketing strategies adopted by the Forbidden City are based on the principle of spreading cultural values and the success of the marketing strategies of the Forbidden City will also drive the entire museum cultural industry forward
23 The Feasibility of Combining with VLOG
From panentertainment to vertical Quickhand vibratolike short video content pursues instant gratification and captures moments Most of the content focuses on themes such as funny dazzling highvalue grassroots etc These contents are eyecatching and give people a strong sense in just tens of seconds Visual stimulus but there are generally problems such as low style and serious panentertainment With the explosive growth of the short video industry and the saturation of content forms audiences gradually develop aesthetic fatigue on such content and turn to authenticity and life Interest and expectation of personalized content The sudden rise of Vlog is a typical example There are some differences between Vlog and fasthanded short videos in various aspects Vlog abandoned the blind pursuit of panentertainment content emphasized deperformance and used fastpaced editing techniques and fragmented narrative logic to tell Vlogger＇s real daily life and conveyed Vlogger＇s attitude and values in these ordinary and trivial everyday situations The viewer resonates and thinks
Create a distinct personal IP In this era of information explosion creators with distinctive personal IPs are one of the winning magic tricks to continue to produce highquality communication content and create stickiness with users Although Vlog looks like a daily account record its video content contains Vlogger＇s unique personality charm and aesthetic orientation This unique personal IP caters to the needs of audiences to pay attention to differentiation and is one of the necessary conditions for blogger circle fans
Cater to the aesthetic needs of the audience At present the short video content of Douyin and Quick Hands is becoming more and more homogeneous and its more extensive UGC can no longer meet the aesthetic needs of some users Therefore the emergence of Vlog brings a strong sense of freshness to the current short video field and fills the current aesthetic fatigue of the short video field Vlog is a form of content that emphasizes aesthetics In the production of content the creator pays attention to the coordination of the picture and the coherence of the lens language In addition editing soundtrack text etc are also very sophisticated aspects of the creator Secondly unlike short videos with exaggerated performance elements Vlog emphasizes fresh and natural
The authenticity and life of the expression and video content Through this deliberate way of communication and interaction Vlog attracted a group of users with similar aesthetic tones and also established a close relationship and trust between bloggers and fans
3 The Creation of Online Marketing with VLOG and Palace Museum
31 Business Potential of VLOG
Build a communication platform The establishment of a highquality communication platform is one of the cornerstones to ensure the steady development of Vlog In 2018 many platforms began to test the water and increased support for Vlog content The short video editing software VUE was renamed VUE VLOG and the short video editing tool was upgraded to the Vlog community the video website bilibili launched # 30 days Vlog video Challenge # at the end of November 2018 All UP masters who completed 4 Vlog challenges in 30 days will receive Priority to participate in Vlog offline activities and the opportunity to join the Bsite Vlog seed user group Weibo＇s 2019 video operation policy states that as long as it becomes a Weibo certified Vlogger it will preferentially join the Weibo creator ad sharing program The establishment of these platforms and policy support for Vlog will help promote the distribution of Vlog and support Vlogger＇s continuous production of highquality content
New Brand Marketing Model At present the development of domestic Vlog is still facing many uncertainties and its profit model is not fully formed but Vlog has huge development potential in brand marketing This is due to the stronger content established between Vlogger and fans than other content The intimacy and stickiness of the category When fans agree with Vlogger＇s video content and values fans will be more likely to see ads placed on Vlogger (Meng 2019)
Willing to accept and join discussions thus weakening brand implantation and creating a benign interactive marketing situation
Palace Museum can use VLOG to spread the daily view of it’ s place which can attract a lot of shot video lover to have a view and it’ s also can add some purchasing link for some Palace Museum lovers to buy the product at once
But the most important reason that we choose VOLG as our combining point is VLOG updating quickly which can set a good IP and follow some pop thing It can help the brand to link to consumer closely to the most extend (Bing 2019)
32 The Inspiration of the Marketing from Yun Watched
Due to the impact of the new coronavirus people throughout the country spent this Spring Festival at home During this period all activities were conducted online and the National Palace Museum also canceled the reunion dinner in the Palace Museum But for the Chinese this is a good time after all It is especially convenient to work and study online and live video is very convenient Therefore the Forbidden City and Tencent Weishi cooperated to use video to convey the beauty of the Forbidden City to netizens throughout the country WeChat＇s cloud live broadcast saw an exhibition in the Forbidden City online and the number of netizens who watched it over the same period reached tens of millions Netizens also said that this cloud live broadcast can be held more in the future which also gives everyone a sense of traditional Chinese culture Learn more
It can be seen that the acceptance and recognition of traditional culture by netizens is gradually increasing and the sense of clan identity is unmatched before
In this case why not use the idea of the Forbidden City cultural creation derived from Chinese traditional culture to combine it with the hottest VLOG nowadays The Forbidden City＇s excellent representative program the new Forbidden City uses the method of shooting documentaries by stars in the Forbidden City In comparison the Forbidden City can explain the historical knowledge and famous cultural relics to the audience many times more than the Forbidden City so VLOG is a necessary first choice for the Forbidden City to enter the video industry
The Forbidden City creation is a category of fastmoving consumer goods Consumers also have the characteristics of impulsive consumption In recent years data surveys have found that people’s concentration on video entertainment consumption is getting lower and lower From the original 1 minute Up to 30 seconds later up to now many people do not necessarily insist on reading 15 seconds so when combining with VLOG But the special feature of VLOG is that it makes people willing to spend more than ten minutes to watch a person＇s trivial life The reason is that this type of video greatly reduces the psychological and brain burden on the viewer so in When making VOLG video it is necessary to adopt an easy and simple shooting method
33 The Methods of the Creative and VLOG Combine Marketing
When combining with VLOG the Forbidden City Wenchuang has noticed the following points which will greatly increase the amount of traffic and conversion during marketing
The first is the celebrity There is no doubt that a talented celebrity artist as a public figure has a huge impact on the public and even the backbone of the future of the motherland The idols with all aspects of the image are more than just It can lay the tone of the brand and also allow consumers to associate the two so as to transfer the favorability of the stars to the products The attraction of the stars is indeed what we have to admit They can provide videos for our products Bringing huge traffic there is traffic first followed by video content
The focus of the video content should not be placed on the product itself This year the term soft and wide has become more and more popular in the marketing community If a product has good marketing it can even make up for the shortcomings of the product itself and this can be passed A good concept is realized it can be very virtual and ethereal but it conveys the valuesthat this society needs and you can ask professional advertising companies to design copy for it
For many categories potential customers have long known the benefits of these products If you want to climb their mental ladder you have to connect your brand with the brand in your heart
Forbidden City Creation is the originator of many cultural and creative brands When choosing a pioneering marketing method pay attention to the role of the leader in the entire industry (He 2017 p192) Proper public relations and online interaction with other cultural and creative brands are also a good way To speak for the whole industry the trend of combining with VLOG will double the effect
Finally the topic binding which can be said to be the lowest cost in the current Internet marketing but the best way to achieve results traditionally is to rub hot spots it is best to communicate with the public relations department so as not to cause their own brands Bad effect
Conclusion
The combining of VLOG and Palace Museum is the best effective and high back way to begin a new round of net marketing Palace Museum can use VLOG to establish your own IP and strengthen the IP image In addition daily updates help to increase user stickiness Based on the characteristics of VLOG you can maximize the distance between consumers and the brand The later marketing conversion has been better realized which shows that the trend of the combination of the Palace Museum and VLOG is just around the corner and necessary
VLOG is a type of video that costs less time to watch This is the most prominent feature compared to other videos so if you decide to combine it with VLOG you cannot destroy it You can choose from video filters backgrounds etc In terms of clever shooting The combined marketing of the Forbidden City Cultural and Creative and VOLG will be a precedent for other types of local cultural and creative works with a star content and public relations To choose multiplatform delivery or exclusive delivery it is also necessary to appropriately allocate resources based on the product＇s popularity in the market and other situations It is generally recommended that products with higher visibility have fewer channels and products with lower visibility have the opposite effect
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