Research On New Media Marketing Strategy Of Forbidden City Series Culture Product

For marketers,this is the worst time.Entering this century,the Internet has become an indispensable part of people's lives.The Internet has brought us the popularization and application of digitalization and information technology.The revolution of new media brought by the Internet has triggered a media revolution.Yesterday,one hundred test bad marketing all failed today.But this is also the best marketing era.Every day,new forms of media are emerging.New media,new platforms and new.channels have brought tremendous changes to people's production and livelihood.They have brought about the marketing of Chinese cultural industries as well Huge opportunity for development.In the past,due to lack of experience,outdated concepts and difficult platform innovation,marketers of traditional Chinese culture industry had many problems in the marketing process.The bottleneck of marketing caused the weak marketing of traditional Chinese culture industry at that time.Especially for the Forbidden City,as the representative of Chinese traditional culture,the marketing of its cultural products was embarrassed for a time,the marketing content was monotonous and obscure,the marketing channel was a single tradition,and it was out of step with the cultural transmission in the new era.However,beginning in 2012,the Forbidden City embarked on a road of rapid development of new media marketing,changing marketing concepts,from the design and development of cultural products to promotion and sales,all with the characteristics of the current Internet,the current Internet consumer attributes,the use of new media The fission effect has promoted the rapid dissemination and sale of the Forbidden City series of cultural products and led the wave of cultural exchanges.This article focuses on a total of divided into three parts.First of all,it analyzes the marketing environment of the Forbidden City series of cultural products and discussesthe new media marketing opportunities and challenges that the traditional cultural industries face.Secondly,combining the current new media environment in China,Analyzing the status quo of the marketing of the products,researching,summarizing and summarizing some marketing approaches and tactics adopted by the current Forbidden City from the perspectives of marketing concept,marketing content and marketing channels;finally,through the operation and safeguard measures of the Forbidden City's new media experience,Cultural industry to find new ideas,new methods,comprehensive assistance for the development of Chinese cultural industry and heritage.