故宮文創(chuàng)如何借助Vlog展開(kāi)新一輪的網(wǎng)絡(luò)營(yíng)銷

北京理工大學(xué)珠海學(xué)院2020屆本科生畢業(yè)論文PAGEHowthePalaceMuseum'sCulturalandCreativeProductsCarryontheNewRoundofNetworkMarketingwiththeHelpoftheVlogPAGEIIHowthePalaceMuseum'sCulturalandCreativeProductsCarryontheNewRoundofNetworkMarketingwiththeHelpoftheVlogAbstractThepurposeofthispaperistoanalyzethecurrentstatusoflocalculturalandcreativeindustriesinChinaatthepresentstage,andtoobtainamarketingplanforthecombinationoftheculturalandcreativeartsoftheForbiddenCityandVLOG,oneofthecurrenttrendculturesthroughinvestigationandresearch.use.Usingavarietyofscientificresearchmethods,finallycametoasetofmethodologiesthatcanhelpitlaunchanewroundofonlinemarketing.Thispaperwillusethecurrentnetworkenvironmentasthebackground,thelatestmarketingactionsofthetwobrandscombinedwithaseriesofotherscientificresearchmethodstohelpcarryoutanalyticalresearch,andfinallyobjectivelyconcludethefeasibilityandnecessityofanewroundofmarketingcombinedwiththePalaceMuseumandVLOG.Keywords:newnetpromotingway,Vlog,PalaceMuseum故宮文創(chuàng)如何借助Vlog展開(kāi)新一輪的網(wǎng)絡(luò)營(yíng)銷摘要該篇論文的目的在于分析現(xiàn)階段國(guó)內(nèi)地方文創(chuàng)的現(xiàn)狀，通過(guò)調(diào)查研究得出針對(duì)故宮文創(chuàng)和當(dāng)前潮流文化之一VLOG相結(jié)合的營(yíng)銷方案，同時(shí)也可以供其他同類型的地方文創(chuàng)復(fù)制使用。采用多種科學(xué)研究方法，最后得出一套可以幫助其展開(kāi)新一輪網(wǎng)絡(luò)營(yíng)銷的方法論。這篇論文將以當(dāng)前網(wǎng)絡(luò)環(huán)境為背景，兩大品牌的最新?tīng)I(yíng)銷動(dòng)作結(jié)合一系列等科學(xué)研究方法來(lái)幫助展開(kāi)分析研究，最后客觀得出故宮文創(chuàng)和VLOG結(jié)合展開(kāi)新一輪營(yíng)銷的可行性以及必要性。關(guān)鍵詞：新的網(wǎng)絡(luò)營(yíng)銷方式；故宮文創(chuàng)；短視頻ContentsAbstract Ⅰ摘要 ⅡIntroduction 11TheRiseofTheVLOGinChina 21.1TheIntroductionofVLOG 21.1.1ThePopularityofVLOGinChina 21.1.2TheExpressionofMainstreamDiscourseaboutVLOG 31.2TheUseofVLOGinDomesticMarketingActivities 31.3TheForecastandAnalysisoftheDevelopmentofVLOG 31.3.1TheChangeofCommunicationModeintheNewMediaEra 41.3.2TheEvolutionoftheShortVideoEra 41.3.3TheControloftheHigh-qualityContentProduction 52MissingMarketingofthePalaceMuseumProducts 62.1ExamplesofthethePalaceCulturalInnovationMarketing 62.1.1WeiboMarketing 72.1.2BrandSyndicationtoAchieveLeverageMarketing 82.3TheFeasibilityofCombiningwithVLOG 93TheCreationofOnlineMarketingwithVLOGandPalaceMuseum 113.1BusinessPotentialofVLOG 113.2TheInspirationoftheMarketingfromYunWatched 113.3TheMethodsoftheCreativeandVLOGCombineMarketing 12Conclusion 14References 15Acknowledgments 16PAGE8IntroductionIntheInternetera,manybrands'marketinghaschosentoaddnewtrendyculturalelementsinordertoachievethegoalsofhighcustomerliving,highretention,andhighconversion.AlthoughtheForbiddenCityCulturalInnovationhassprungupinthefirsttwoyearsofmarketing,andmarketingactivitiessuchasIPco-brandinghavenotstoppedinrecentyears.Currently,thereisnomarketingactivitycombinedwithVlog.Therefore,thispaperwillconductresearchonthis.ByanalyzingthebrandactivitiesthatweresuccessfullymarketedwithVlog,andcomparingthemarketingcasesoftheForbiddenCityCulturalInnovationwiththemarketingcasesofothercloserelatives,thepossibilityofmutualintegrationwasanalyzed,andthenthecombinationwithVlogwasusedastheForbiddenCityliterature.Frommultipleperspectives,differentmarketingstrategieshavedifferenteffectsonculturalandcreativebrandpromotion.ThemainresearchcontentsofthisthesisincludetheoriginalintentionofthecreationoftheForbiddenCityandthebrandculture,theanalysisofthemarketingactivitiesinthelaterperiod,thereasonsfortheVlogfeverandthepossibilityofitsapplicationtotheForbiddenCity,theculturalandcreativebrand,andapracticalsolution.ThethesisanalyzesthefactorsofthesuccessofForbiddenCityCulturalInnovation,whichisthemanifestationoftheresultsofmarketsurveys.Ifitisappropriate,itcanbeappropriatelyadopted.Atthesametime,inaccordancewiththeoriginalintentionofresearchingahighfeasibilityplan,itisappropriatetotrackandresearchthetargetconsumer'spsychologyinrealtime.1TheRiseofTheVLOGinChinaTheIntroductionofVLOGVLOGisakindofblog,fullnameisvideoblogorvideolog,whichmeansvideoblog,videolog,avariantderivedfromblog.VLOGauthorsuseimagestoreplacetextorphotos,writepersonalblogs,uploadandsharewithnetizens.ThedefinitionofVLOGontheYouTubeplatformisthatcreatorsrecorddailylifebyshootingvideos.SuchcreatorsarecollectivelyreferredtoasVLOGGER.InOctober2006,amessagefromItalysaidthattheinnovativemobilevideoblogservice"MyVideoBlog"launchedbymobileoperatorItaly"3"andMobailahasbecomeasuccessfulnewapplicationinItaly.Atthesametime,ontheInternet,anewformofblogginghasgraduallybeguntoreplacethetraditionaltextblogs,andhasquicklybecomepopularamongnetizens.Itisthevideoblog-Vlog.ThePopularityofVLOGinChinaThehigh-speedtransmissionof4Ghasgiventhevideoindustryanunprecedentedbonusperiod.Livebroadcastsandshortvideoshavebecomeawayforpeopletoobtaininformationandentertainthemselves.However,thevarious"shows"broughtbythelivebroadcastplatformhavegraduallybeenfloggedbyusers,andtheyhavetrulybecomeusers'urgentdesireforshortvideocontent.AscanbeseenfromtheVlogdefinition,documentaryisoneofitsmostimportantcharacteristics.Recordthedailylifeofthecreatorthroughthelens,sharepersonalinsightslikewritingadiary,andthrowawaytheperformanceelementstofacetheuser.YoucanseefromthesearchonBilibilithatmanyVlogsarecompletelyatruereflectionofthehero'sdailylife.Forexample,thedailylifeofasmallidoldormitory,ahappytriptoHokkaido,anafternooninthelibrary,etc.UniquepersonalitycharmisalsoanimportantreasonfortheriseofVlog.ThecreatorstookVlogfromthefirstperspective,sharedtheirpersonalviewsorinsightsbasedontheirgrowthexperience,andfullydisplayedtheirpersonalitycharm.Forexample,JingYue,agraduatestudentintheDepartmentofPhilosophyatStAndrewsUniversity,asadomesticVlog,recordstheprocessoftravelingwithhisgirlfriendaroundtheworld,showingthelifethattheyoungergenerationyearnsfor,andcombinespersonalitieswithhigh-valueandcalmpersonalityExperienceandknowledgebackground,usingphilosophical,humorous,andpopularlanguagetointroduceviewerstowhattheyhaveseenandheard.AsofAugust2019,hisVlogonBilibilihas257,000followers.TheExpressionofMainstreamDiscourseaboutVLOGSpecifically,inthedevelopmentprocessofshortvideoplatformssuchasDouyinandKuaishou,someshortvideochaossuchasvulgarcontent,falseadvertising,andexcessiveentertainmenthaveappeared.InApril2018,theStateAdministrationofRadio,Film,andTelevisionorderedtoday'sheadlinetopermanentlyshutdownthe"connotativeparagraph"clientandpublicaccounttocreateapositiveecologicalenvironmentfortheshortvideoindustry.Comparedwiththecurrentshortvideomarket,Vlog'shighcarryingcapacityanddocumentaryfeaturesmakeitbetterabletospreadthemainstreamvaluesofsociety,promotetraditionalculture,singthemaintheme,andachieveatrulypowerfulheritage,ensuringtimeandspace.Thestabilityofboth.SearchingonBilibilicanseethatmanycreatorsuseVlogtorecordtherapiddevelopmentofChinainrecentyears,thesuperbskillsofancientChinese,andthetraditionalcultureofChinaandethnicminorities.(Li&Zhai,2003)TheUseofVLOGinDomesticMarketingActivitiesAlthoughVloghasbeenpopularabroadforalongtime,itsdevelopmentathomeisslightlyslower.Until2018,VloghasdevelopedrapidlyinChina.Vloghasattractedmoreandmoreattention,andanumberofinfluentialprofessionalVloggershavealsoappeared.Inaddition,manyvideoplatformsandcapitalmarketshavealsobegunto"testthewater",thesesignsaresufficienttoshowthatVlogisgraduallybecomingpopularinChina.(Huang&Wang,2018)TheForecastandAnalysisoftheDevelopmentofVLOGDuringthelasttwosessionslastyear,ChinaDailylaunchedthe"FirstExperienceoftheTwoSisters"Vlog.ChinaDailyreporterPengYixuanwastheprotagonistoftheVlog.Thistime,itisnolongeraprofessionalcamera,andthereportingmethodisnolongerofficial.Oncethedullandboringreportingmethodwaschangedinthepast,itwillreceivetensofmillionsofviewsoncelaunched.TheemergenceofVlogmakesupfortheshortcomingsofthelackofdepthofshortvideos.ItsproductswiththeconceptofBlogasthekingquicklybecamepopularamongmillennials.Vlogbringsmorethanjusthigh-qualitylifestylesandlifestyleattitudes.Thetransformationalsobringsin-depthconnotationandimmersiveexperience,itisnottheproductof"entertainmenttodeath".TheChangeofCommunicationModeintheNewMediaEra"Showasmuchcontentaspossibleineffectivetime"isthedemandofthedevelopmentoftheInternetage.Thebirthofshortvideosmeetsourneedfordiversifiedaccesstoinformation,andtheemergenceofVlogmeetstheneedsofmostpeopleforadiversifiedlife.Vlog,asanexpressionofshortvideos,has“affinity”thatshortvideosdonothave.TheuserofVlogisbothacontentproducerandacontentconsumer.Heisnolongertheprivilegeofprofessionaleditorsandcelebrities.Thedecentralizedcontentoutputandlife-likenarrativestylemaketheproductionofVlogvideosnolonger“l(fā)ookupandwatch”,OrdinarypeoplecaneasilymakeVlogsaslongastheyhaveamobilephone.SomeresearchershavecombedportraitsofuserswhouseVlog,andfoundthatuserswholiketouseVlogtorecordtheirlivesaremostlypeoplewithlowsocialstatus,generallylackingintalent,butextremelydesperatetogetattention.Itslowcharacteristicsmakeithighlysoughtafter.Thetriviallifeismixedwiththesmallfortunesoflife,andthepicturesareverydaily.Becauseofsimpleeditingandstitching,plusrhythmicbackgroundmusic,orartisticorhumorousnarration,afewminutesofvideocanrecordadayoflifeDown,thisisthecharmofVlog.Vlogmeetsthereadingandviewingrequirementsofpeopleintheeraoffragmentation,andalsomeetstheneedsforpersonalityexpressionafterthe90sand00s.TheEvolutionoftheShortVideoEraEveryoneiswelcominglifewithanewattitude.Theyareeagertogettherighttospeakandtopayattentiontosociety,andVlogmeetstheirdesiretoexpress.Vlogrecordslifeintheformofvideo.TherapiddevelopmentoftheInternethasgraduallyeliminatedtheeasy-to-savefeature.VideocanbefoundnomatterhowlongitisuploadedontheInternet.Therefore,Vlogisoneofthemainwaysforyoungpeople.Theexpressionisalsomoreinplacethanthetext.Thetextrecordismorelikea“flowaccount”,andthevisualVlogmakesthelifemorecolorfulandthelifefullofritualthroughtherenderingofbackgroundmusicandthesupplementofsubtitleexpressions.JustastheVlogproductionplatformVUE'sslogan:Makeeverydayatreasure,Vlogismorethanjusta“diary”forrecordinglife,itismorelikeapersonalimagepropagandafilm,anditsproductionhasaclearpersonalcolor.Vlogcanbeautifythepersonalitiesofindividuals.Inordertocreateaperfectpersonalimage,positivestylefilmstendtodeepeneachother'sfavor.TheControloftheHigh-qualityContentProductionVlog,asanimportedproduct,hasaslowdevelopmentspeedinChina.Atfirst,itreliedonthelivingrecordsofoverseasstudentstocommunicatewithdomesticnetizenstoformasocialcircletomakeupforthemissingsenseofbelonging.AlthoughChinahasitsownVlogcircle,comparedtotheforeignlanguagewebsiteYouTube,China'sVlogplatformhasfarlessinfluence,andtheplatformsandchannelsforcommunicationarealsoscarce.Howtoattractuserswiththebestqualitycontentandgetclicksisatoppriorityfortheplatform.SotomatureVlog,theplatformisalsoimportant.BilibiliasthemainVlogpublishingplatforminChina,althoughthenumberisincreasingeveryday,therearestillmanyproblemswiththepushofhigh-qualitycontent.Manynewbloggers’high-qualityvideoshavenotbeenpushedbythehomepageintime.Vloggerheadsthathaveaccumulatedalargenumberoffansareoftenthefavoredhomepage.TheheadVloggervideocontentcanbeeasilypushedtothehomepagewithoutfiltering.Theplatform'spushmechanismalsodeterminestheenthusiasmofVloggerforproducinghigh-qualitynativecontent.TheVlogpublishingplatformshouldalsoincreasethepromotionandpromotionofVlogsforhigh-qualitycontenttomotivateVlogger'sproductioncontent.Atthesametime,itshouldalsoavoidthephenomenonofhomogenizationandexcessiveentertainment,andtellthe"good"storieswithpersonalexperience.Vlogshowsitsaffinityanddisseminationinpoliticaljournalism,easeofoperationandtimelinessinthereportingofdisasterevents,andtheemergenceofthetwosessionsofVlogisalsoaninevitabletrendinthedevelopmentofjournalisminthenewmediaera.Vlogbringsnotonlyachangeinthewayofcommunication,butalsoasenseofritualthatismissinginlife.AlthoughChina'sVlogisstillinitsinitialgrowthstage,withthe5G,bigdata,cloudcomputing,andupdateiterationsofshootingequipment,thedevelopmentofVlogusherinanewimpetus.ItisforeseeablethatVloghashugelivingspaceanddevelopmentpotentialinthefuturenewsfield.2MissingMarketingofthePalaceMuseumProducts2.1ExamplesofthethePalaceCulturalInnovationMarketing"ForbiddenCityTaobao"istheofficialsalesonlineshopopenedbytheBeijingForbiddenCityCulturalServiceCenter.Theproductsitsellsarebasicallythesameasthe"ForbiddenCityStores"insideandoutsidetheForbiddenCity.Thepricesarealsouniformlypriced.ThepurposeistospreadtheForbiddenCityculturethroughe-commerce.Inessence,TaobaooftheForbiddenCityisbasedonthehistoryandcultureoftheForbiddenCity.Itisabrandthatisbackedbyastrongproduct.Therearemanyproductsurroundingsandmarketingsellingpointsthatcanbediscovered,andthemarketingpotentialisveryconsiderable.However,themarketingmethodsofTaobaointheForbiddenCityintheearlystagewerenotsatisfactory.Inthefirsttwoorthreeyears,thepromotionmethodsofTaobaointheForbiddenCitywerequitesatisfactory.TherewerenotmanyWeibofansandfewretweetsandcomments.Therearemanypeople,butveryfewpeopleknowtheTaobaoandForbiddenCityproducts.(Ruan,2019)BeginningattheendofOctober2015,theForbiddenCityTaobaobegantochangeitsmarketingmethod.ItstillusesWeiboasitsmainmarketingandpublicityplatform,andhaschangedfromthetraditionalnon-brightofficialWeibotoalively,interesting,dynamic,richcontent,andhasalargefanbaseTheWeibo"netcelebrity",theproductsoftheForbiddenCityTaobaoarealsosoughtafter,andareconstantlybeingintroducedaccordingtothesuggestionsoffans.ThroughoutthetransformationprocessofTaobaointheForbiddenCity,itisnotdifficulttofindthatthebasicoperationofitsmarketingistorationallytransfertheconceptofintegratedmarketingcommunicationtothenewmediaplatform,integrateproducts,prices,channels,andpromotions,andtargetspecificCommunities,throughcommunicativecontentortopics,usingcommunitynetworkstructures.People-to-peopleconnectionshaveenabledrapiddiffusionanddisseminationofinformation,andultimatelyachievedeffectivedissemination.Strictlyimplementthe"exitmechanism".Consideringtheuniquenessofthemuseum'sculturalandcreativeproducts,thisarticlesuggestslearningtheculturalandcreativeproducts'networkmarketingexperienceintheTaipeiPalaceMuseum.TheTaipeiPalaceMuseumlaunchesabout300newproductscoveringallculturalandcreativeproductseverymonth,andadoptsastrict"exitmechanism",thatis,culturalandcreativeproductswithacoldmarketresponsewillbelaunchedforsaleandwillbedestroyedordiscounted.Thequalityofthisculturalandcreativeproducthasbeenbetterguaranteed,andthepriceconcessionsprovidedhavealsoprovidedconsumerswithcertainbenefits.CombiningtheexperienceoftheTaipeiPalaceMuseum,thisarticlesuggeststhattheonlinemarketingofculturalandcreativeproductsinChinesemuseumsalsostrictlyimplementthe"exitmechanism",therebyensuringthecomprehensivequalityofculturalandcreativeproducts,whichcanlayasolidfoundationforthedevelopmentofonlinemarketing.(Wang,2019)Continuetoinjectnewvitality.AsforPalaceMuseum,thefactshavetoldusthatdoingmarketingwiththepopculturecanhaveagreateffectonsellandpromotingwhicharethekeyforustodecidethedirectionofnextmarketingway.That’sagoodwayandseldomPalaceMuseumusewhichistocombiningwithVLOGandtodoanewroundnet-marketing.2.1.1WeiboMarketingWeibo,asanimportantcarrierofviralmarketingincontentmarketing,hasthecharacteristicsoffastinformationrelease,convenientinformationdissemination,andprovidinganinteractiveplatform.Itisanimportantchoiceforcompaniestocarryoutbrandpromotion,gatherfans,andincreaseinfluence.Asofearly2019,theWeiboofthePalaceMuseumhad6.26millionfollowers,andTaobaooftheForbiddenCityalsohad1.06millionfollowers.Suchahugenumberoffanswillinevitablybringhugeviewsandreadings.Atthesametime,thecharacteristicsoftheWeiboplatformthatiseasytoforwardandspread,andthehotsearchguidestobrowsealsomaketheForbiddenCityWenchuangbecomeapopularWeibotopicamongyoungpeople.OnJanuary6,2019,"TheNewYearintheForbiddenCity"appearedonthehotsearchlistandgained14.85millionviewsinjust1d.ThistopicwasinitiatedbythePalaceMuseumtoencourageuserstouseWeibo.TheBostoryrecordstheforbiddencityfullofyears,attractingmoreChinesepeopletovisittheForbiddenCityduringthemostimportantfestival,leavinglong-lastingmemories.Atthesametime,inordertocaterfortheseriesof"NewYearandXiangxiang-NewYearinZijinCity"seriesofexhibitions,thepalacelanterns,doorgodsandcoupletsareaffixedintheQianqingPalaceandotherplaces,givingpeopleanatmospherefullofflavor.TheForbiddenCitygraspedthespiritualneedsoftheChinesepeople,usedtheSpringFestivalforemotionalmarketing,andthenusedtheWeiboplatformfordissemination,whichwillundoubtedlyachievegreaterresponseandeffect.(Sun,2019)2.1.2BrandSyndicationtoAchieveLeverageMarketingBrandsyndicationtoachieveleveragemarketing.NongfuSpringFountainoftheForbiddenCity.InAugust2018,theForbiddenCityCulturalServiceCenterandNongfuShanquanlaunchedtheForbiddenCityNewYear'sDaybottle.Onthereversesideofthebottle,thetreasuredNewYearpaintingsofthePalaceMuseumareprintedonthebottle.Ifyouwatchcarefully,youcanseethechildren'sartillerybattles,blowingsuonas,playinggames,etc.Therearealsopoeticscenessuchaspeacocksopeningscreensandmagpiesclimbingbranches.ThereareallegoricalidiomsandmovingcopywritingbesidetheNewYear'spaintings,whichmakespeoplefeelfullofthetasteoftheNewYearwhilefulloflongingfortheNewYear'svisionandabeautifullife.Forexample,"Thereunionofthefamily—thesceneryonbothsidesofthereturnroadisthemostbeautifulinkpaintingintheworld".ThehomeisinthesupremacyoftheChinesepeople.Everyyear,thetastegraduallybecomesstrongerandthehomesicknessbecomesheavier.TheForbiddenCityusestheseInternetlanguagesforemotionalmarketing,whichmovesconsumers'heartsandmakesconsumersfeelAtthesametime,weshouldstrengthenourunderstandingoftheForbiddenCityculture.(Rao&Sun,2019)FilmingdocumentariesandTVseriesforscenemarketing.Documentarymarketing.Since2005,theNationalPalaceMuseumandCCTVhaveproducedthreelarge-scaledocumentaries.Thebroadcastof"IRepairCulturalRelicsintheForbiddenCity"hasproducedahugeresponseinthesociety.ItdescribesthedifficultyanddifficultyoftheculturalrelicrestorationworkandspreadstheChineseartisansspirit.ThePalaceMuseumdemonstratedthecultureofgreatnationcraftsmenthroughadocumentary.Agroupofcraftsmenwithavarietyofcraftsmanshiparewillingtobeordinary,chooseonething,andspendtheirentirelivessilentlyguardingthepurelandofthisculture.Usingdocumentarymarketing,morepeoplelearnabouttheunknownsideoftheForbiddenCity,deepentheirunderstandingoftheForbiddenCityculture,andenhancetheinfluenceandcohesionoftheForbiddenCity'ssuperculturalIP.TVvarietymarketing.Inrecentyears,thepalacedramasintheTVdramaindustryarefullofflowers,suchas"ZhenYeBiography,"andsoon.ThesepalacedramastellstoriesfromtheimperialpalaceoftheQingDynasty.WiththeForbiddenCityasthebackground,theaudiencecanunderstandtheupsanddownsoftheplotandunderstandtheeraCulturalheritageandrichconnotation.Attheendof2018,the"Shangxin·ForbiddenCity"hittheair.ItisarealityshowvarietyshowproducedbythePalaceMuseumandBeijingTVStation.StarsandaRoyalCatjointlyexplorethesecretsoftheForbiddenCity.CurrentDoubanscore8.2.IthasgainedahugeamountofattentiononWeiboandreadtopics.800million,70,000discussion.,theForbiddenCitynowthroughthevarietyshowstarcross-bordercooperation,hasbeenfrom600yearsof"oldantiques"intoanewgenerationof"netred"."EchooftheForbiddenCity"comic."EchooftheForbiddenCity"isacomicproducedbytheForbiddenCityMuseum,TencentVideoandTencentNextIdea.ItismainlyabouttensofthousandsofboxesofculturalrelicsguardedbytheForbiddenCitytoavoidwar.Road,intheformofanimation,letusinpeacetimesfeelthemissionofwaryears,liveinpeace,andinherittheculture.TheanimeproducedbytheForbiddenCityintheForbiddenCityismainlyaimedatthecurrentmillennials.Throughcomics,theeventsofthewar-torneraarevividlydisplayedtostrengthenthebrandoftraditionalcultureintheheartsofmillennials.ThedirectorofthePalaceMuseum,ShanXiangxiang,saidtothePalaceMuseumthatthecultureismoreandmoregrounded:"Theculturalrelicsarenotspoken,buttheyarealive.Theyshouldnotjustbelockedinthetreasury,buttheyshouldberevivedinmanyformsandways.Andthenrealizeitsculturalvalue",sothemarketingstrategiesadoptedbytheForbiddenCityarebasedontheprincipleofspreadingculturalvalues,andthesuccessofthemarketingstrategiesoftheForbiddenCitywillalsodrivetheentiremuseumculturalindustryforward.2.3TheFeasibilityofCombiningwithVLOGFrompan-entertainmenttovertical.Quick-hand,vibrato-likeshortvideocontentpursuesinstantgratificationandcapturesmoments.Mostofthecontentfocusesonthemessuchasfunny,dazzling,high-value,grassroots,etc.Thesecontentsareeye-catchingandgivepeopleastrongsenseinjusttensofsecondsVisualstimulus,buttherearegenerallyproblemssuchaslowstyleandseriouspan-entertainment.Withtheexplosivegrowthoftheshortvideoindustryandthesaturationofcontentforms,audiencesgraduallydevelopaestheticfatigueonsuchcontent,andturntoauthenticityandlife.Interestandexpectationofpersonalizedcontent.ThesuddenriseofVlogisatypicalexample.TherearesomedifferencesbetweenVlogandfast-handedshortvideosinvariousaspects.Vlogabandonedtheblindpursuitofpan-entertainmentcontent,emphasizedde-performance,andusedfast-pacededitingtechniquesandfragmentednarrativelogictotellVlogger'srealdailylife,andconveyedVlogger'sattitudeandvaluesintheseordinaryandtrivialeverydaysituationsTheviewerresonatesandthinks.CreateadistinctpersonalIP.Inthiseraofinformationexplosion,creatorswithdistinctivepersonalIPsareoneofthewinningmagictrickstocontinuetoproducehigh-qualitycommunicationcontentandcreatestickinesswithusers.AlthoughVloglookslikeadailyaccountrecord,itsvideocontentcontainsVlogger'suniquepersonalitycharmandaestheticorientation.ThisuniquepersonalIPcaterstotheneedsofaudiencestopayattentiontodifferentiation,andisoneofthenecessaryconditionsforbloggercirclefans.Catertotheaestheticneedsoftheaudience.Atpresent,theshortvideocontentofDouyinandQuickHandsisbecomingmoreandmorehomogeneous,anditsmoreextensiveUGCcannolongermeettheaestheticneedsofsomeusers.Therefore,theemergenceofVlogbringsastrongsenseoffreshnesstothecurrentshortvideofieldandfillsthecurrentaestheticfatigueoftheshortvideofield.Vlogisaformofcontentthatemphasizes"aesthetics".Intheproductionofcontent,thecreatorpaysattentiontothecoordinationofthepictureandthecoherenceofthelenslanguage.Inaddition,editing,soundtrack,text,etc.arealsoverysophisticatedaspectsofthecreator.Secondly,unlikeshortvideoswithexaggeratedperformanceelements,Vlogemphasizesfreshandnatural.Theauthenticityandlifeoftheexpressionandvideocontent.Throughthisdeliberatewayofcommunicationandinteraction,Vlogattractedagroupofuserswithsimilaraesthetictones,andalsoestablishedacloserelationshipandtrustbetweenbloggersandfans.3TheCreationofOnlineMarketingwithVLOGandPalaceMuseum3.1BusinessPotentialofVLOGBuildacommunicationplatform.Theestablishmentofahigh-qualitycommunicationplatformisoneofthecornerstonestoensurethesteadydevelopmentofVlog.In2018,manyplatformsbeganto“testthewater”andincreasedsupportforVlogcontent.TheshortvideoeditingsoftwareVUEwasrenamedVUEVLOG,andtheshortvideoeditingtoolwasupgradedtotheVlogcommunity;thevideowebsitebilibililaunched#30daysVlogvideoChallenge#attheendofNovember2018.AllUPmasterswhocompleted4Vlogchallengesin30dayswillreceivePrioritytoparticipateinVlogofflineactivitiesandtheopportunitytojointheB-siteVlogseedusergroup;Weibo's2019videooperationpolicystatesthataslongasitbecomesaWeibocertifiedVlogger,itwillpreferentiallyjointheWeibocreatoradsha