故宫文创如何借助Vlog展开新一轮网络营销

How the Palace Museum＇s Cultural and Creative Products Carry on the New Round of Network Marketing with the Help of the Vlog How the Palace Museum＇s Cultural and Creative Products Carry on the New Round of Network Marketing with the Help of the Vlog Abstract The purpose of this paper is to analyze the current status of local cultural and creative industries in China at the present stage, and to obtain a marketing plan for the combination of the cultural and creative arts of the Forbidden City and VLOG, one of the current trend cultures through investigation and research. use. Using a variety of scientific research methods, finally came to a set of methodologies that can help it launch a new round of online marketing. This paper will use the current network environment as the background, the latest marketing actions of the two brands combined with a series of other scientific research methods to help carry out analytical research, and finally objectively conclude the feasibility and necessity of a new round of marketing combined with the Palace Museum and VLOG. Keywords: new net promoting way, Vlog, Palace Museum 故宫文创如何借助Vlog展开新一轮的网络营销 摘 要 该篇论文的目的在于分析现阶段国内地方文创的现状，通过调查研究得出针对故宫文创和当前潮流文化之一VLOG相结合的营销方案，同时也可以供其他同类型的地方文创复制使用。采用多种科学研究方法，最后得出一套可以帮助其展开新一轮网络营销的方法论。

这篇论文将以当前网络环境为背景，两大品牌的最新营销动作结合一系列等科学研究方法来帮助展开分析研究，最后客观得出故宫文创和VLOG结合展开新一轮营销的可行性以及必要性。

关键词：
新的网络营销方式；
故宫文创；
短视频 Contents Abstract Ⅰ 摘 要 Ⅱ Introduction 1 1 The Rise of The VLOG in China 2 1.1 The Introduction of VLOG 2 1.1.1 The Popularity of VLOG in China 2 1.1.2 The Expression of Mainstream Discourse about VLOG 3 1.2 The Use of VLOG in Domestic Marketing Activities 3 1.3 The Forecast and Analysis of the Development of VLOG 3 1.3.1 The Change of Communication Mode in the New Media Era 4 1.3.2 The Evolution of the Short Video Era 4 1.3.3 The Control of the High-quality Content Production 5 2 Missing Marketing of the Palace Museum Products 6 2.1 Examples of the the Palace Cultural Innovation Marketing 6 2.1.1 Weibo Marketing 7 2.1.2 Brand Syndication to Achieve Leverage Marketing 8 2.3 The Feasibility of Combining with VLOG 9 3 The Creation of Online Marketing with VLOG and Palace Museum 11 3.1 Business Potential of VLOG 11 3.2 The Inspiration of the Marketing from Yun Watched 11 3.3 The Methods of the Creative and VLOG Combine Marketing 12 Conclusion 14 References 15 Acknowledgments 16 Introduction In the Internet era, many brands＇ marketing has chosen to add new trendy cultural elements in order to achieve the goals of high customer living, high retention, and high conversion. Although the Forbidden City Cultural Innovation has sprung up in the first two years of marketing, and marketing activities such as IP co-branding have not stopped in recent years. Currently, there is no marketing activity combined with Vlog. Therefore, this paper will conduct research on this. By analyzing the brand activities that were successfully marketed with Vlog, and comparing the marketing cases of the Forbidden City Cultural Innovation with the marketing cases of other close relatives, the possibility of mutual integration was analyzed, and then the combination with Vlog was used as the Forbidden City literature. From multiple perspectives, different marketing strategies have different effects on cultural and creative brand promotion. The main research contents of this thesis include the original intention of the creation of the Forbidden City and the brand culture, the analysis of the marketing activities in the later period, the reasons for the Vlog fever and the possibility of its application to the Forbidden City, the cultural and creative brand, and a practical solution. The thesis analyzes the factors of the success of Forbidden City Cultural Innovation, which is the manifestation of the results of market surveys. If it is appropriate, it can be appropriately adopted. At the same time, in accordance with the original intention of researching a high feasibility plan, it is appropriate to track and research the target consumer＇s psychology in real time. 1 The Rise of The VLOG in China 1.1 The Introduction of VLOG VLOG is a kind of blog, full name is video blog or video log, which means video blog, video log, a variant derived from blog. VLOG authors use images to replace text or photos, write personal blogs, upload and share with netizens. The definition of VLOG on the YouTube platform is that creators record daily life by shooting videos. Such creators are collectively referred to as VLOGGER. In October 2006, a message from Italy said that the innovative mobile video blog service “My Video Blog“ launched by mobile operator Italy “3“ and Mobaila has become a successful new application in Italy. At the same time, on the Internet, a new form of blogging has gradually begun to replace the traditional text blogs, and has quickly become popular among netizens. It is the video blog-Vlog. 1.1.1 The Popularity of VLOG in China The high-speed transmission of 4G has given the video industry an unprecedented bonus period. Live broadcasts and short videos have become a way for people to obtain information and entertain themselves. However, the various “shows“ brought by the live broadcast platform have gradually been flogged by users, and they have truly become users＇ urgent desire for short video content. As can be seen from the Vlog definition, documentary is one of its most important characteristics. Record the daily life of the creator through the lens, share personal insights like writing a diary, and throw away the performance elements to face the user. You can see from the search on Bilibili that many Vlogs are completely a true reflection of the hero＇s daily life. For example, the daily life of a small idol dormitory, a happy trip to Hokkaido, an afternoon in the library, etc. Unique personality charm is also an important reason for the rise of Vlog. The creators took Vlog from the first perspective, shared their personal views or insights based on their growth experience, and fully displayed their personality charm. For example, Jing Yue, a graduate student in the Department of Philosophy at St Andrews University, as a domestic Vlog, records the process of traveling with his girlfriend around the world, showing the life that the younger generation yearns for, and combines personalities with high-value and calm personality Experience and knowledge background, using philosophical, humorous, and popular language to introduce viewers to what they have seen and heard. As of August 2019, his Vlog on Bilibili has 257,000 followers. 1.1.2 The Expression of Mainstream Discourse about VLOG Specifically, in the development process of short video platforms such as Douyin and Kuaishou, some short video chaos such as vulgar content, false advertising, and excessive entertainment have appeared. In April 2018, the State Administration of Radio, Film, and Television ordered today＇s headline to permanently shut down the “connotative paragraph“ client and public account to create a positive ecological environment for the short video industry. Compared with the current short video market, Vlog＇s high carrying capacity and documentary features make it better able to spread the mainstream values of society, promote traditional culture, sing the main theme, and achieve a truly powerful heritage, ensuring time and space. The stability of both. Searching on Bilibili can see that many creators use Vlog to record the rapid development of China in recent years, the superb skills of ancient Chinese, and the traditional culture of China and ethnic minorities. (Li & Zhai, 2003) 1.2 The Use of VLOG in Domestic Marketing Activities Although Vlog has been popular abroad for a long time, its development at home is slightly slower. Until 2018, Vlog has developed rapidly in China. Vlog has attracted more and more attention, and a number of influential professional Vloggers have also appeared . In addition, many video platforms and capital markets have also begun to “test the water“, these signs are sufficient to show that Vlog is gradually becoming popular in China. (Huang & Wang, 2018) 1.3 The Forecast and Analysis of the Development of VLOG During the last two sessions last year, China Daily launched the “First Experience of the Two Sisters“ Vlog. China Daily reporter Peng Yixuan was the protagonist of the Vlog. This time, it is no longer a professional camera, and the reporting method is no longer official. Once the dull and boring reporting method was changed in the past, it will receive tens of millions of views once launched. The emergence of Vlog makes up for the shortcomings of the lack of depth of short videos. Its products with the concept of Blog as the king quickly became popular among millennials. Vlog brings more than just high-quality lifestyles and lifestyle attitudes. The transformation also brings in-depth connotation and immersive experience, it is not the product of “entertainment to death“. 1.3.1 The Change of Communication Mode in the New Media Era “Show as much content as possible in effective time“ is the demand of the development of the Internet age. The birth of short videos meets our need for diversified access to information, and the emergence of Vlog meets the needs of most people for a diversified life. Vlog, as an expression of short videos, has “affinity” that short videos do not have. The user of Vlog is both a content producer and a content consumer. He is no longer the privilege of professional editors and celebrities. The decentralized content output and life-like narrative style make the production of Vlog videos no longer “look up and watch” , Ordinary people can easily make Vlogs as long as they have a mobile phone. Some researchers have combed portraits of users who use Vlog, and found that users who like to use Vlog to record their lives are mostly people with low social status, generally lacking in talent, but extremely desperate to get attention. Its low characteristics make it highly sought after. The trivial life is mixed with the small fortunes of life, and the pictures are very daily. Because of simple editing and stitching, plus rhythmic background music, or artistic or humorous narration, a few minutes of video can record a day of life Down, this is the charm of Vlog. Vlog meets the reading and viewing requirements of people in the era of fragmentation, and also meets the needs for personality expression after the 90s and 00s. 1.3.2 The Evolution of the Short Video Era Everyone is welcoming life with a new attitude. They are eager to get the right to speak and to pay attention to society, and Vlog meets their desire to express. Vlog records life in the form of video. The rapid development of the Internet has gradually eliminated the easy-to-save feature. Video can be found no matter how long it is uploaded on the Internet. Therefore, Vlog is one of the main ways for young people. The expression is also more in place than the text. The text record is more like a “flow account”, and the visual Vlog makes the life more colorful and the life full of ritual through the rendering of background music and the supplement of subtitle expressions. Just as the Vlog production platform VUE＇s slogan: Make everyday a treasure, Vlog is more than just a “diary” for recording life, it is more like a personal image propaganda film, and its production has a clear personal color. Vlog can beautify the personalities of individuals. In order to create a perfect personal image, positive style films tend to deepen each other＇s favor. 1.3.3 The Control of the High-quality Content Production Vlog, as an imported product, has a slow development speed in China. At first, it relied on the living records of overseas students to communicate with domestic netizens to form a social circle to make up for the missing sense of belonging. Although China has its own Vlog circle, compared to the foreign language website YouTube, China＇s Vlog platform has far less influence, and the platforms and channels for communication are also scarce. How to attract users with the best quality content and get clicks is a top priority for the platform. So to mature Vlog, the platform is also important. Bilibili as the main Vlog publishing platform in China, although the number is increasing every day, there are still many problems with the push of high-quality content. Many new bloggers ’high-quality videos have not been pushed by the homepage in time. Vlogger heads that have accumulated a large number of fans are often the favored homepage. The head Vlog ger video content can be easily pushed to the homepage without filtering. The platform＇s push mechanism also determines the enthusiasm of Vlogger for producing high-quality native content. The Vlog publishing platform should also increase the promotion and promotion of Vlogs for high-quality content to motivate Vlogger＇s production content. At the same time, it should also avoid the phenomenon of homogenization and excessive entertainment, and tell the “good“ stories with personal experience. Vlog shows its affinity and dissemination in political journalism, ease of operation and timeliness in the reporting of disaster events, and the emergence of the two sessions of Vlog is also an inevitable trend in the development of journalism in the new media era. Vlog brings not only a change in the way of communication, but also a sense of ritual that is missing in life. Although China＇s Vlog is still in its initial growth stage, with the 5G, big data, cloud computing, and update iterations of shooting equipment, the development of Vlog usher in a new impetus. It is foreseeable that Vlog has huge living space and development potential in the future news field. 2 Missing Marketing of the Palace Museum Products 2.1 Examples of the the Palace Cultural Innovation Marketing “Forbidden City Taobao“ is the official sales online shop opened by the Beijing Forbidden City Cultural Service Center. The products it sells are basically the same as the “Forbidden City Stores“ inside and outside the Forbidden City. The prices are also uniformly priced. The purpose is to spread the Forbidden City culture through e-commerce. In essence, Taobao of the Forbidden City is based on the history and culture of the Forbidden City. It is a brand that is backed by a strong product. There are many product surroundings and marketing selling points that can be discovered, and the marketing potential is very considerable. However, the marketing methods of Taobao in the Forbidden City in the early stage were not satisfactory. In the first two or three years, the promotion methods of Taobao in the Forbidden City were quite satisfactory. There were not many Weibo fans and few retweets and comments. There are many people, but very few people know the Taobao and Forbidden City products. (Ruan, 2019) Beginning at the end of October 2015, the Forbidden City Taobao began to change its marketing method. It still uses Weibo as its main marketing and publicity platform, and has changed from the traditional non-bright official Weibo to a lively, interesting, dynamic, rich content, and has a large fan base The Weibo “net celebrity“, the products of the Forbidden City Taobao are also sought after, and are constantly being introduced according to the suggestions of fans. Throughout the transformation process of Taobao in the Forbidden City, it is not difficult to find that the basic operation of its marketing is to rationally transfer the concept of integrated marketing communication to the new media platform, integrate products, prices, channels, and promotions, and target specific Communities, through communicative content or topics, using community network structures. People-to-people connections have enabled rapid diffusion and dissemination of information, and ultimately achieved effective dissemination. Strictly implement the “exit mechanism“. Considering the uniqueness of the museum＇s cultural and creative products, this article suggests learning the cultural and creative products＇ network marketing experience in the Taipei Palace Museum. The Taipei Palace Museum launches about 300 new products covering all cultural and creative products every month, and adopts a strict “exit mechanism“, that is, cultural and creative products with a cold market response will be launched for sale and will be destroyed or discounted. The quality of this cultural and creative product has been better guaranteed, and the price concessions provided have also provided consumers with certain benefits. Combining the experience of the Taipei Palace Museum, this article suggests that the online marketing of cultural and creative products in Chinese museums also strictly implement the “exit mechanism“, thereby ensuring the comprehensive quality of cultural and creative products, which can lay a solid foundation for the development of online marketing. (Wang, 2019) Continue to inject new vitality. As for Palace Museum, the facts have told us that doing marketing with the pop culture can have a great effect on sell and promoting which are the key for us to decide the direction of next marketing way. That’ s a good way and seldom Palace Museum use which is to combining with VLOG and to do a new round net-marketing. 2.1.1 Weibo Marketing Weibo, as an important carrier of viral marketing in content marketing, has the characteristics of fast information release, convenient information dissemination, and providing an interactive platform. It is an important choice for companies to carry out brand promotion, gather fans, and increase influence. As of early 2019, the Weibo of the Palace Museum had 6.26 million followers, and Taobao of the Forbidden City also had 1.06 million followers. Such a huge number of fans will inevitably bring huge views and readings. At the same time, the characteristics of the Weibo platform that is easy to forward and spread, and the hot search guides to browse also make the Forbidden City Wenchuang become a popular Weibo topic among young people. On January 6, 2019, “The New Year in the Forbidden City“ appeared on the hot search list and gained 14.85 million views in just 1 d. This topic was initiated by the Palace Museum to encourage users to use Weibo. The Bo story records the forbidden city full of years, attracting more Chinese people to visit the Forbidden City during the most important festival, leaving long-lasting memories. At the same time, in order to cater for the series of “New Year and Xiangxiang-New Year in Zijin City“ series of exhibitions, the palace lanterns, door gods and couplets are affixed in the Qianqing Palace and other places, giving people an atmosphere full of flavor. The Forbidden City grasped the spiritual needs of the Chinese people, used the Spring Festival for emotional marketing, and then used the Weibo platform for dissemination, which will undoubtedly achieve greater response and effect. (Sun, 2019) 2.1.2 Brand Syndication to Achieve Leverage Marketing Brand syndication to achieve leverage marketing. Nongfu Spring Fountain of the Forbidden City. In August 2018, the Forbidden City Cultural Service Center and Nongfu Shanquan launched the Forbidden City New Year＇s Day bottle. On the reverse side of the bottle, the treasured New Year paintings of the Palace Museum are printed on the bottle. If you watch carefully, you can see the children＇s artillery battles, blowing suonas, playing games, etc. There are also poetic scenes such as peacocks opening screens and magpies climbing branches. There are allegorical idioms and moving copywriting beside the New Year＇s paintings, which makes people feel full of the taste of the New Year while full of longing for the New Year＇s vision and a beautiful life. For example, “The reunion of the family—the scenery on both sides of the return road is the most beautiful ink painting in the world “. The home is in the supremacy of the Chinese people. Every year, the taste gradually becomes stronger and the homesickness becomes heavier. The Forbidden City uses these Internet languages for emotional marketing, which moves consumers＇ hearts and makes consumers feel At the same time, we should strengthen our understanding of the Forbidden City culture. (Rao & Sun, 2019) Filming documentaries and TV series for scene marketing. Documentary marketing. Since 2005, the National Palace Museum and CCTV have produced three large-scale documentaries. The broadcast of “I Repair Cultural Relics in the Forbidden City“ has produced a huge response in the society. It describes the difficulty and difficulty of the cultural relic restoration work and spreads the Chinese artisans spirit. The Palace Museum demonstrated the culture of great nation craftsmen through a documentary. A group of craftsmen with a variety of craftsmanship are willing to be ordinary, choose one thing, and spend their entire lives silently guarding the pure land of this culture. Using documentary marketing, more people learn about the unknown side of the Forbidden City, deepen their understanding of the Forbidden City culture, and enhance the influence and cohesion of the Forbidden City＇s super cultural IP. TV variety marketing. In recent years, the palace dramas in the TV drama industry are full of flowers, such as “Zhen Ye Biography,“ and so on. These palace dramas tell stories from the imperial palace of the Qing Dynasty. With the Forbidden City as the background, the audience can understand the ups and downs of the plot and understand the era Cultural heritage and rich connotation. At the end of 2018, the “Shangxin · Forbidden City“ hit the air. It is a reality show variety show produced by the Palace Museum and Beijing TV Station. Stars and a Royal Cat jointly explore the secrets of the Forbidden City. Current Douban score 8.2. It has gained a huge amount of attention on Weibo and read topics. 800 million, 70,000 discussion., the Forbidden City now through the variety show star cross-border cooperation, has been from 600 years of “old antiques“ into a new generation of “net red“. “Echo of the Forbidden City“ comic. “Echo of the Forbidden City“ is a comic produced by the Forbidden City Museum, Tencent Video and Tencent Next Idea. It is mainly about tens of thousands of boxes of cultural relics guarded by the Forbidden City to avoid war. Road, in the form of animation, let us in peace times feel the mission of war years, live in peace, and inherit the culture. The anime produced by the Forbidden City in the Forbidden City is mainly aimed at the current millennials. Through comics, the events of the war-torn era are vividly displayed to strengthen the brand of traditional culture in the hearts of millennials. The director of the Palace Museum, Shan Xiangxiang, said to the Palace Museum that the culture is more and more grounded: “The cultural relics are not spoken, but they are alive. They should not just be locked in the treasury, but they should be revived in many forms and ways. And then realize its cultural value “, so the marketing strategies adopted by the Forbidden City are based on the principle of spreading cultural values, and the success of the marketing strategies of the Forbidden City will also drive the entire museum cultural industry forward. 2.3 The Feasibility of Combining with VLOG From pan-entertainment to vertical. Quick-hand, vibrato-like short video content pursues instant gratification and captures moments. Most of the content focuses on themes such as funny, dazzling, high-value, grassroots, etc. These contents are eye-catching and give people a strong sense in just tens of seconds Visual stimulus, but there are generally problems such as low style and serious pan-entertainment. With the explosive growth of the short video industry and the saturation of content forms, audiences gradually develop aesthetic fatigue on such content, and turn to authenticity and life. Interest and expectation of personalized content. The sudden rise of Vlog is a typical example. There are some differences between Vlog and fast-handed short videos in various aspects. Vlog abandoned the blind pursuit of pan-entertainment content, emphasized de-performance, and used fast-paced editing techniques and fragmented narrative logic to tell Vlogger＇s real daily life, and conveyed Vlogger＇s attitude and values in these ordinary and trivial everyday situations The viewer resonates and thinks. Create a distinct personal IP. In this era of information explosion, creators with distinctive personal IPs are one of the winning magic tricks to continue to produce high-quality communication content and create stickiness with users. Although Vlog looks like a daily account record, its video content contains Vlogger＇s unique personality charm and aesthetic orientation. This unique personal IP caters to the needs of audiences to pay attention to differentiation, and is one of the necessary conditions for blogger circle fans. Cater to the aesthetic needs of the audience. At present, the short video content of Douyin and Quick Hands is becoming more and more homogeneous, and its more extensive UGC can no longer meet the aesthetic needs of some users. Therefore, the emergence of Vlog brings a strong sense of freshness to the current short video field and fills the current aesthetic fatigue of the short video field. Vlog is a form of content that emphasizes “aesthetics“. In the production of content, the creator pays attention to the coordination of the picture and the coherence of the lens language. In addition, editing, soundtrack, text, etc. are also very sophisticated aspects of the creator. Secondly, unlike short videos with exaggerated performance elements, Vlog emphasizes fresh and natural. The authenticity and life of the expression and video content. Through this deliberate way of communication and interaction, Vlog attracted a group of users with similar aesthetic tones, and also established a close relationship and trust between bloggers and fans. 3 The Creation of Online Marketing with VLOG and Palace Museum 3.1 Business Potential of VLOG Build a communication platform. The establishment of a high-quality communication platform is one of the cornerstones to ensure the steady development of Vlog. In 2018, many platforms began to “test the water” and increased support for Vlog content. The short video editing software VUE was renamed VUE VLOG, and the short video editing tool was upgraded to the Vlog community; the video website bilibili launched # 30 days Vlog video Challenge # at the end of November 2018. All UP masters who completed 4 Vlog challenges in 30 days will receive Priority to participate in Vlog offline activities and the opportunity to join the B-site Vlog seed user group; Weibo＇s 2019 video operation policy states that as long as it becomes a Weibo certified Vlogger, it will preferentially join the Weibo creator ad sharing program. The establishment of these platforms and policy support for Vlog will help promote the distribution of Vlog and support Vlogger＇s continuous production of high-quality content. New Brand Marketing Model. At present, the development of domestic Vlog is still facing many uncertainties, and its profit model is not fully formed, but Vlog has huge development potential in brand marketing. This is due to the stronger content established between Vlogger and fans than other content. “The intimacy and stickiness of the category. When fans agree with Vlogger＇s video content and values, fans will be more likely to see ads placed on Vlogger. (Meng, 2019) Willing to accept and join discussions, thus weakening brand implantation and creating a benign interactive marketing situation. Palace Museum can use VLOG to spread the daily view of it’ s place which can attract a lot of shot video lover to have a view and it’ s also can add some purchasing link for some Palace Museum lovers to buy the product at once. But the most important reason that we choose VOLG as our combining point is VLOG updating quickly which can set a good IP and follow some pop thing. It can help the brand to link to consumer closely to the most extend. (Bing, 2019) 3.2 The Inspiration of the Marketing from Yun Watched Due to the impact of the new coronavirus, people throughout the country spent this Spring Festival at home. During this period, all activities were conducted online, and the National Palace Museum also canceled the reunion dinner in the Palace Museum. But for the Chinese, this is a good time after all. It is especially convenient to work and study online, and live video is very convenient. Therefore, the Forbidden City and Tencent Weishi cooperated to use video to convey the beauty of the Forbidden City to netizens throughout the country. WeChat＇s cloud live broadcast saw an exhibition in the Forbidden City online, and the number of netizens who watched it over the same period reached tens of millions. Netizens also said that this cloud live broadcast can be held more in the future, which also gives everyone a sense of traditional Chinese culture. Learn more. It can be seen that the acceptance and recognition of traditional culture by netizens is gradually increasing, and the sense of clan identity is unmatched before. In this case, why not use the idea of the Forbidden City cultural creation derived from Chinese traditional culture to combine it with the hottest VLOG nowadays. The Forbidden City＇s excellent representative program, the new Forbidden City, uses the method of shooting documentaries by stars in the Forbidden City. In comparison, the Forbidden City can explain the historical knowledge and famous cultural relics to the audience many times more than the Forbidden City, so VLOG is a necessary first choice for the Forbidden City to enter the video industry. The Forbidden City creation is a category of fast-moving consumer goods. Consumers also have the characteristics of impulsive consumption. In recent years, data surveys have found that people’s concentration on video entertainment consumption is getting lower and lower. From the original 1 minute, Up to 30 seconds later, up to now, many people do not necessarily insist on reading 15 seconds, so when combining with VLOG. But the special feature of VLOG is that it makes people willing to spend more than ten minutes to watch a person＇s trivial life. The reason is that this type of video greatly reduces the psychological and brain burden on the viewer, so in When making VOLG video, it is necessary to adopt an easy and simple shooting method. 3.3 The Methods of the Creative and VLOG Combine Marketing When combining with VLOG, the Forbidden City Wenchuang has noticed the following points, which will greatly increase the amount of traffic and conversion during marketing. The first is the celebrity. There is no doubt that a talented celebrity artist as a public figure has a huge impact on the public and even the backbone of the future of the motherland. The idols with all aspects of the image are more than just It can lay the tone of the brand, and also allow consumers to associate the two, so as to transfer the favorability of the stars to the products. The attraction of the stars is indeed what we have to admit. They can provide videos for our products. Bringing huge traffic, there is traffic first, followed by video content. The focus of the video content should not be placed on the product itself. This year, the term soft and wide has become more and more popular in the marketing community. If a product has good marketing, it can even make up for the shortcomings of the product itself, and this can be passed A good concept is realized, it can be very virtual and ethereal, but it conveys the values​that this society needs, and you can ask professional advertising companies to design copy for it. “For many categories, potential customers have long known the benefits of these products. If you want to climb their mental ladder, you have to connect your brand with the brand in your heart.” “Forbidden City Creation is the originator of many cultural and creative brands. When choosing a pioneering marketing method, pay attention to the role of the leader in the entire industry.” (He, 2017, p.192) Proper public relations and online interaction with other cultural and creative brands are also a good way. To speak for the whole industry, the trend of combining with VLOG will double the effect. Finally, the topic binding, which can be said to be the lowest cost in the current Internet marketing, but the best way to achieve results, traditionally is to rub hot spots, it is best to communicate with the public relations department, so as not to cause their own brands Bad effect. Conclusion The combining of VLOG and Palace Museum is the best effective and high back way to begin a new round of net marketing, Palace Museum can use VLOG to establish your own IP and strengthen the IP image. In addition, daily updates help to increase user stickiness. Based on the characteristics of VLOG, you can maximize the distance between consumers and the brand. The later marketing conversion has been better realized, which shows that the trend of the combination of the Palace Museum and VLOG is just around the corner and necessary. VLOG is a type of video that costs less time to watch. 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