摘 要故宫文化产品不仅是信息交流传播的媒介和载体，还是促进举办国或举办城市经济发展，提升举办国或城市知名度的一条重要渠道。随着我国故宫文化产品经济的迅猛发展，越来越多的城市将故宫文化产品作为城市经济发展的增长点。新媒体营销是在“互联网+”时代的营销传播的必然趋势，其种类多样，也符合当下人们获取、传递信息的特点，具有良好的传播效应，对故宫文化产品的发展具有重大影响。本文将围绕故宫文化产品的新媒体营销传播这一问题进行探讨，以总结出新媒体营销的有效策略，为相关信息获者提供有价值的参考。。关键词：故宫文化产品 新媒体营销 传播 悦来车展 ABSTRACTABSTRACTExhibitions are not only the medium and carrier of information exchange and communication, but also an important channel to promote the host country or organize urban economic development and enhance the visibility of host countries or cities. With the rapid development of China's exhibition economy, more and more cities will exhibit as a growth point of urban economic development. Internet marketing is an inevitable trend of marketing communication in the era of "Internet +". Its various types are also in line with the characteristics of people's access to and transmission of information, and have a good communication effect, which has a major impact on the development of the exhibition. This article will focus on the issue of network marketing communication of exhibitions, to summarize the effective strategies of network marketing, and provide valuable reference for relevant information.Key words: exhibition, network marketing, communication, Yuelai Auto Show2目 录目 录摘 要.........................................................................1ABSTRACT.......................................................................2一、绪论.......................................................................1（一）研究背景及意义.........................................................
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