摘要
互联网高速发展的背景下,故宫博物院尝试利用微博、微信等社交媒体对文创产品进行网络营销。本文从社交媒体的视角,以北京故宫博物院为例,对其社交媒体平台的搭建及发布的内容进行分析,探讨故宫文创产品的网络营销模式以及营销策略,总结出"社交媒体+电商""互联网语言+卖萌""创意驱动+社群""故宫APP+口碑传播"四种营销模式,在此基础上对其网络营销策略进行分析,以期为历史文化机构文创产品的网络营销提供借鉴。
In the background of the rapid development of the Internet,the National Palace Museum used social media such as Weibo and We chat to conduct online marketing of its cultural and creative products. From the perspective of social media, this article uses the Palace Museum in Beijing as an example to analyze the construction and distribution of its social media platform and explore the main models, marketing strategies, and successful experiences of the network marketing of the Palace Museum＇s cultural and creative products. This paper puts forward the ＂social media＋ Electricity supplier＂ ＂Internet language＋ Acting cute＂ ＂creative drive ＋ community＂ ＂palace APP ＋ spread by word of mouth＂ four kinds of marketing mode, in order to provide a certain reference for the network marketing of cultural and creative products.
作者
史灵歌
孙子惠
SHI Ling-ge;SUN Zi-hui(School of Tourism Management,Zhengzhou University,Zhengzhou,Henan,450001,China)
出处
《牡丹江师范学院学报（社会科学版）》
2018年第6期18-25,共8页
Journal of Mudanjiang Normal University(Social Sciences Edition)
基金
河南省教育厅规划项目(2018-ZZJH-521)
河南省社科联调研课题(SKL-2018-3885)
关键词
故宫文创
社交媒体
文创产品
网络营销
cultural innovation of the Palace Museum
social media
cultural and creative products
the network marketing
作者简介
史灵歌（1966-）,女,河南郑州人,副教授,硕士,硕士生导师,主要从事旅游经济研究;;孙子惠（1995-）,女,河北唐山人,郑州大学旅游管理专业2017级硕士研究生,主要从事旅游市场营销研究.
