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In recent years，New media borrowed new media to improve communication capabilities，A combination of product promotion and cultural communication，Make yourself successfully into an ultra -traffic IP and realize the combination of the industry，Taking this as a sample，Provides reference for the promotion of excellent traditional culture in my country。

　　Caused by business opportunities: Cultural and Creative Development of Traditional Culture

Cultural phenomenon is the form of social phase cultural production，is a refraction of modern cultural representation and social signs。New Media era，More cultural artworks are newly designed for the second creation，Cultural origins by marketization and economic operation，The technical intervention provides a new carrier for aesthetics and culture。The Cultural and Creative Culture of the Forbidden City is the characteristics of contemporary popular culture -technology and consumer culture in the typical period。

Since the country's market economy transformation in the 1990s，The political role of the country has diluted，The feelings of the nation have evolved more into cultural consciousness，Then, under the promotion of the commodity economy, it has evolved into consumer power。Consumption upgrade，Coupled with people's entertainment and aesthetic needs，Two together、Common booster，New opportunities for the development of cultural products，Many design companies、Operators have joined the field of cultural development，Create a new cultural IP hotspot，Promoting cultural Bet365 lotto review and creative publicity and consumption。The Forbidden City is an example of success。

Products，The Forbidden City conforms to the tide of "daily life aesthetics" in the market economy，Make the old cultural relics with creativity into cultural and creative products，"Cultural card"，Let cultural and creative products an extension of people's visiting museum emotions。Admire to cultural concepts，Make the publicity of the Forbidden City weaken business attributes，Added the cultural identification and feelings of cultural and creative products。

Publicity，Palace Museum uses new media to spread laws，conforms to the Qing Palace Cultural Tide，Implement IP success settings、Media matrix publicity、The successful docking of business and its interactive industrial chain creation。Use the popular Qing Palace drama、National Treasure Variety and other programs，The publicity of the publicity and innovation of the Forbidden City's cultural and creation -not only attracted the attention of the majority of the audience for the court culture of the Qing Dynasty，It also complements the cultural and creative products of the Forbidden City。For example，"I repair the cultural relics in the Forbidden City" documentary，Among them, watch repair division Wang Jin、亓 quickly "harvesting the hearts of the people"，The new work of the two "Forbidden City Idols" is sold at the Clock Hall，attracted a large number of fans; and "Yanxi Raiders" hit，Let the old site of a "rotten tail" become "net red"，Gather a large number of tourists，Become a Holy Land。

　　Culture promotion: Create a media matrix

Due to the popularity of social media，Now is an era where "micro -communication" prevails。Driven by micro -propagation，Media propaganda bet365 Play online games fills the user's fragmented life，Enter work、All aspects of leisure。The "micro communication" of the Forbidden City has also set off a grand effect。

First，Media matrix lineup strong，Diverse communication methods。Webpage、Weibo、WeChat、APP and other different media flexibly match，together to create the Forbidden City Super IP。Only one Weibo，It includes many account numbers such as "Forbidden City Taobao", "Forbidden City Magazine" and "Forbidden City Publishing House"，Different functions、Publicity of different purposes，Promoting Weibo Forbidden City matrix towards professionalization、Organized development。Forbidden City Taobao Weibo，Including buyer show、Museum Information、Product introduction、History culture and other communication content，Rich intertwined，and 9 APP，Involved in the Forbidden City Information、Games and guides and many other content，Each app is clear for division of labor，But the core points to the Forbidden City Culture。other，Conform to the boom of "Douyin"，The Forbidden City introduces the promotion of cultural relics and peripheral products in the form of animation in the "Douyin"，Full of fun、Full of fun，Add bricks to the spread of the brand culture of the Forbidden City。

Next，The communication style follows the trend，Lightweight of the propaganda content，Live and casual，Insert a lot of emoticons，Internet language、Meng culture is endless。For example, Emperor Kang Yonggan's "Astrimp Meng" series，The language is sometimes solemn and serious，Sometimes humorous humorous，Very sought after by fans。The Forbidden City accurately grasps younger、Internetization is a choice for cultural survival space。Concubine、Bet365 lotto review Cultural relics and even the Forbidden City cat，All the creators of IP。

Last，Use hot spots，constantly attract audience attention and interaction。IP creation is not forever for all，Instead of constantly combining with social hotspots，According to the festival、Solar terms and other opportunities，Create hot manufacturing and attention guidance on social media platforms，Use each matrix to interact with the audience。For example，"The New Year in the Forbidden City"、 Forbidden City snow scene in the snow season、Popular topics such as lipsticks of the Forbidden City directly let the Forbidden City respond to the audience，Construction of the hotspot of the Forbidden City，More popularity for the Forbidden City。

　　Culture landing: online and offline joint

Super IP is not only online "net red"，Gather the surrounding surroundings from social networking platforms，Realize the docking with the industry。IP as the influence of the flow gathering device，Add different products、Sales channels to land IP traffic。Products not only diversified，Price differences are also suitable for different audiences，as low as tens of yuan，as high as tens of thousands of yuan，Costing different consumption power and consumer demand，Successfully realized the transition from cultural communication to industrial thinking。

The cultural brand of the Forbidden City，Not only involves media matrix、offline products and conventional interaction，Also extended to urban space。At the end of 2018，The corner coffee shop outside Shenwu Gate outside the Forbidden City is officially opened，Treatment of media scrambling reports。Antique antique inside the Corner Coffee Shop in the Forbidden City，The main map of the Bet365 app download wallpaper and Fang Liang Qingzheng is the "Thousand Miles Mountain Map"，Tourists do not need to "enter the palace" or enjoy "court coffee"。The opening of the Forbidden City Coffee opened，Become another Internet celebrity punch -in sacred place。

To sum up，The IP of the Forbidden City takes a product development，Publicity to the media matrix+online and offline interaction，Then to product promotion、Flow landing，Finally, the path that integrates cultural creativity and industries。Regardless of the Consumption of Cultural and Creative Products of the Forbidden City，Still the coffee space of the Forbidden City，all showed that it was once high、The trend of the integration of palace culture and the integration of mass culture with mysterious sense。It not only shows the representative elements of the classical court，It also reflects the preferences of contemporary young people、Personalized、Lifetime，There is both "tall" and intimacy，Make Volkswagen Youth entertainment and self -expression through the "popular" court culture，Create a leisure lifestyle with Chinese cultural connotation。

　　The continuation of the brand: reflect on the vitality of the product

The development history of cultural products for the Forbidden City is not only a hot "net red"，At the same time is the creation process of a brand。Cultural product sales、Film and Television and Variety Publicity、Help for media products、Industrial Development and Project Expansion，All elements that cannot be ignored in the brand。Whether it is brand promotion，Still product promotion，"Net Red" Forbidden City is a successful sample of traditional cultural innovation and expression，And the influence of this super IP and whether the periphery of the product can always maintain heat，Bet365 app download It also needs more continuous cultural innovation and improvement of product quality。

Popular consumer culture often faces the problem of cultural and creative routines、Mechanical application of marketing routine，It is difficult to penetrate the essence of culture，Lack of criticism，The aesthetic nature of its aesthetics is continuously eliminated，It is difficult to really cut into the historical context。Looking at the National Museum，Cultural and Creative Products，Including U disk、Bookmark、refrigerator stickers、Keychain, etc.，Most of these products only have differences in the pattern，The creativity is similar，It is easy to cause consumers to have aesthetic fatigue，Unable to form continuous attraction。Reflection from the critical perspective of popular culture，Selling products、At the same time of selling feelings，Cultural and Creative is actually reconstruction of the corner of the culture，Let the audience consume time and money in the cultural carnival of entertainment，improve consumer cultural interest and the level of tasting of traditional culture，But is a more far -reaching issue。

in Super IP、"Net Red" Forbidden City，Rich cultural resources scattered throughout the country are yet to be developed。This is a broader、More fragmented、Markets that lack brand support and traffic monetization capabilities。Facing the pain point of growth in the cultural and creative industry，How to plan for IP and social platforms，From brand marketing、Drive、Service system upgrade and other aspects，Refined according to the needs of the audience、Deeping、Personalized、Creative communication，further increase the value of cultural and creative cultural communication，instead of the promotion of cultural elements in leisure life，can help open the new situation of cultural and creative Bet365 lotto review marketing。This will be the guarantee of cultural and creative culture and vitality。

　　(Author Unit: Institute of Journalism and Communication of the Chinese Academy of Social Sciences)