目录
摘要 Ⅲ
关键词 Ⅲ
Abstract Ⅳ
引言
一、 引言 1
二、 文献综述 1
三、 故宫文创产品新媒体平台营销策略分析 3
（一）微博营销策略分析 3
1. 图文结合的单向宣传阶段（20102013） 3
2. 尝试沟通的转发互动阶段（20142016） 4
3. 结合热点的反转形象阶段（20172018） 4
4. 形式多样的多元营销阶段（20192020） 5
（二）微信公众号营销策略分析 6
1. 风格严肃的科普阶段（20132014） 6
2. 推荐周边的尝试阶段（20142015） 7
3. 风格反转的卖萌阶段（20162017） 7
4. 跟随流行的多元阶段（20182020） 7
（三）微博与微信公众号平台营销策略的对比分析 8
1. 宣传形式 8
2. 互动程度 9
3. 传播方式 9
四、 故宫文创产品新媒体平台营销效果分析 9
（一）营销效果评价指标体系构建 10
1. 指标体系设计 10
2. 各级指标介绍与含义解读 11
（二）指标权重计算 12
（三）实证分析 13
1. 原始数据 13
2. 指标权重 14
3. 评分结果 15
4. 营销效果总体评价 16
5. 营销效果对比评价 17
五、结论与建议 19
（一）结论 19
（二）建议 20
1. 针对如何有效利用微博与微信公众号平台的建议 20
2. 针对微博平台的建议 20
3. 针对微信公众号平台的建议 20
参考文献 21
致谢 22
故宫文创产品在新媒体平台的营销策略与营销效果分析
——基于微博与微信公众号
摘 要
伴随着互联网的发展，数字化 *51今日免费论文网|www.jxszl.com +Q: ^351916072# 
、多媒体等技术应运而生，新媒体行业在多种新技术支撑的条件下随之诞生。近十年来新媒体行业不断走向成熟，如今传统媒体市场逐渐被新媒体占据。因其传播面积广和传播速度快的优势，一些企业慢慢将营销主战场放在新媒体平台，这其中故宫文创产品在新媒体平台的营销取得了巨大成功，并得到了格外多的关注。本文选取微博和微信公众号这两个典型的新媒体平台，对故宫文创产品新媒体平台营销策略与营销效果进行研究。按照时间顺序，比较分析不同阶段故宫文创产品在两个平台采取的营销策略，并建立指标评价模型衡量营销效果。最后通过实证分析得出故宫文创产品在微信公众号平台的营销效果优于微博平台，并根据指标重要程度提出对于如何利用微博和微信公众号各自的优势增强故宫文创产品新媒体平台营销效果的建议。
ANALYSIS OF THE MARKETING STRATEGY AND EFFECT OF THE CULTURAL AND CREATIVE PRODUCTS OF THE FORBIDDEN CITY IN THE NEW MEDIA PLATFORM——ON ACCOUNT OF MICROBLOG AND WECHAT
ABSTRACT
With the development of the Internet, digital, multimedia and other technologies emerge as the times require, and the new media industry is born with the support of a variety of new technologies. In the past decade, the new media industry has been maturing, and now the traditional media market is gradually occupied by new media. Because of its advantages of wide communication area and fast communication speed, some enterprises gradually put the main marketing battlefield on the new media platform, among which the Palace Museum Cultural and creative products have made great success in the marketing of the new media platform, and received more attention. This paper selects two typical new media platforms, microblog and WeChat official account, to study the marketing strategy and marketing effect of the new media platform of the Imperial Palaces creative products. According to the time sequence, this paper compares and analyzes the marketing strategies adopted by the cultural and creative products of the Forbidden City in the two platforms at different stages, and establishes an index evaluation model to measure the marketing effect. Finally, through empirical analysis, it is concluded that the marketing effect of the Imperial Palaces creative products on WeChat official account platform is better than that of microblog platform. Based on the importance of the index, the proposal on how to enhance the marketing effect of the Imperial Palaces new product platform by official account of microblog and WeChat public number is presented.

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