1故宫系列文化产品的新媒体营销策略研究1目录摘要.............................................................................................................................................1一、绪论.....................................................................................................................................1（一）研究背景及意义......................................................................................................1（二）新媒体营销传播......................................................................................................1二、故宫文化产品新媒体营销传播途径及模式.....................................................................2（一）故宫文化产品新媒体营销传播途径......................................................................21.门户网站....................................................................................................................22.媒体网络报道............................................................................................................23.社交平台营销传播（论坛、微博、微信）............................................................34. APP 营销传播...........................................................................................................35.网上故宫文化产品....................................................................................................36.小结............................................................................................................................3（二）故宫文化产品新媒体营销传播模式.............................................................................5三、故宫文化产品的新媒体营销传播提升策略.....................................................................6（一）丰富网络传播手段，实现全方位传播..................................................................6（二）完善网络平台信息化建设，实现协同传播..........................................................6（三）丰富活动形式，提高受众参与度...................
