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| “绾绾的汉服测评”微信公众号自媒体策划书
摘 要
我国是有着悠久历史的文明古国，汉服是文化的组成部分和民族瑰宝。利用互联网对汉服进行推广传扬，激发同胞对汉服文化的认可与归属，这能进一步传承传统文化，提升国民文化自信，增加我国文化较实力。
本文在此基础上，总结了汉服群体的一般特点以及消费特点，并阐释了汉服文化传播对汉服爱好者群体在认知、态度、行为上的改变以及主要影响；本文通过市场调查，分析了建立新媒体号在当今市场的可行性。然后通过受众调查，了解受众基本情况、意愿、需求、观点以及态度等；然后本文通过产品及竞品分析，构建了创立新媒体号的整体思路，分析了潜在竞争对手的营销模式，达到知己知彼的目的；最后本文通过了推广模式以及预期分析，构思了新媒体号推广路径，满足消费者的效益的同时实现自己的利益。制定阶段性目标，注意力集中，得到有用的产出。
关键词：新媒体，推广传扬，汉服
ABSTRACT
China is an ancient cultural country with a history of 5000 years.The traditional national costumes are part of the culture,and the Hanfu is also a carrier of the traditional culture of a certain significance. The promotion and innovation of Hanfu based on the Internet platform calls for and inspires compatriots' sense of identity and belonging to their own national culture,which can make the traditional culture have a long history and enhance the comparative strength of Chinese culture.
On this basis, this paper summarizes the general characteristics and consumption characteristics of Hanfu group, and explains the change and main influence of Hanfu culture communication on the cognition, attitude and behavior of Hanfu enthusiasts; through market survey,this paper analyzes the feasibility of establishing new media number in the current market. Then through the audience survey, understand the audience's basic information, willingness, needs,this paper constructs the overall idea of creating new media number,analyzes the marketing mode of potential competitors,so as to achieve the purpose of knowing yourself andthe enemy; finally, through the promotion mode and expectation analysis, this paper conceives the promotion path of new media number, To meet the benefits of consumers and realize their own interests at the same time. Set periodic goals, focus and get useful output.
Key words: Hanfu Culture, New Media, Promotion mode
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