故宫博物院运用了哪些方法手段来开展网络营销?

故宫的成功营销不是偶然，而是懂得借助互联网东风、前卫营销理念的结果。

一、顺应“娱乐至上”，用“恶搞”逆袭“古板”

在快餐文化时代，“奥利给”、“我柠檬了”等网络名词快速更新，这已成了当代年轻人混圈的必备流行语言，在“审丑”才是主流的时代，这些趋势都渗透着“娱乐至上”的气息。故宫营销恰恰抓住这一时代元素，以“恶搞”的方式颠覆故宫古板严肃的印象，当“恶搞”的故宫图片一经发出，呈现病毒式传播，年轻一代直呼“爱了”！

这样极具趣味性的朝珠耳机、彩绘陶人俑晴雨伞、“朕就是这样的汉子”折扇，瞬间被年轻人追捧，捕捉时代营销脉络，结合当下流行元素，将实用性与趣味性相结合，实在是值得借鉴的高超营销手法！

二、借助自媒体优势，铸就超流量IP

于故宫而言，其成功之处不仅在于其以“接地气”、“自黑”的全新形象走进新一代国民的视野，更大成功在于铸就超流量IP，引领时尚潮流，呈现故宫出品皆流行的态势。而成就如此强大IP的利器就是当下双微一抖及多种社交程序的运用，这些新媒介均称为故宫的主要营销战场，新媒介强大信息流传播，使故宫新营销思路得到更快、更开放传播，同时匹配精准潜在用户群体，实现故宫衍生品销售额突破15亿的超高营销记录。

三、紧抓实下热点，做强微博营销

继故宫“自黑”“恶搞”的IP形象深入人心之后，故宫更是多重招数做强微博营销，在功能区增设品牌banner和多个个性化头图，增加故宫微博辨识度，增强与粉丝之间的联结。同时，紧抓实下新闻热点，结合故宫文化，不断更新搞笑图片或软文，并增加与粉丝的互动，频上热搜，扩展粉丝群体，至此，故宫营销越做越强。

故宫博物院的网络营销，一方面是利用自身优势，一方面是能够结合当下时代流行元素，充分利用新生媒介平台，强强联合，以新颖的方式展现自身魅力。

描写思路：可以从介绍北京故宫的来历作为开头，描述故宫的布局、大小、以及构成，正文：

北京故宫是中国明清两代的皇家宫殿，旧称紫禁城，位于北京中轴线的中心，是中国古代宫廷建筑之精华。

The the Imperial Palace of Beijing is the imperial palace of the two dynasties in Ming and Qing Dynasties, formerly known as the Forbidden City, located in the center of Beijing's central axis. It is the cream of ancient Chinese palace architecture.

北京故宫以三大殿为中心，占地面积72万平方米，建筑面积约15万平方米，有大小宫殿七十多座，房屋九千余间。是世界上现存规模最大、保存最为完整的木质结构古建筑之一。

Beijing Palace Museum is centered on three main halls, covering an area of 720,000 square meters, with a construction area of about 150,000 square meters. It has more than 70 palaces and more than 9,000 houses. It is one of the largest and most complete ancient wooden structures in the world.

北京故宫于明成祖永乐四年（1406年）开始建设，以南京故宫为蓝本营建，到永乐十八年（1420年）建成。

The Beijing Palace Museum was built in 1406 in Yongle, Chengzu, Ming Dynasty. It was built on the basis of the Nanjing Palace Museum and completed in 1420 in Yongle, Ming Dynasty.

它是一座长方形城池，南北长961米，东西宽753米，四面围有高10米的城墙，城外有宽52米的护城河。紫禁城内的建筑分为外朝和内廷两部分。

It is a rectangular city pool, 961 meters long north and south, 753 meters wide East and west, surrounded by a wall 10 meters high, and 52 meters wide moat outside. The buildings in the Forbidden City are divided into two parts: the Outer Dynasty and the Inner Court.

外朝的中心为太和殿、中和殿、保和殿，统称三大殿，是国家举行大典礼的地方。

The center of the foreign Dynasty is the Hall of Taihe, the Hall of Zhonghe and the Hall of Baohe, which are collectively called the three halls.

内廷的中心是乾清宫、交泰殿、坤宁宫，统称后三宫，是皇帝和皇后居住的正宫。

They are the places where the national ceremonies are held. The center of the Inner Court is the Qianqing Palace, Jiaotai Palace and Kunning Palace, which are collectively called the Hou Three Palaces and are the main palace where emperors and queens live.

The Palace Museum is also called the Forbidden City, whichstarted to be built in 1407. It took 200,000 people fourteenyears to build it. It was finished in 1420. There are 9,999 rooms in all the palaces. In China, nine is regarded as a lucky number traditionally. At present, it is free for Chinesestudents to visit every Tuesday.The Palace Museum has treasures of over 5,000 years' history.

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