非遗文化产品的文化营销研究

The Research on Cultural Marketing of Intangible Cultural Products

随着非遗热的升温,各类企业竞相开发基于非物质文化遗产资源的文化产品,在取得相当收益的同时也传播了非物质文化遗产。不过与庞大的市场需求相比较,目前的非遗文化产品市场上存在着诸如非遗文化产品内涵发掘不够,市场推广手段单一、营销观念较为落后、非遗文化产品的品牌国际化水平低、企业参与度不足等问题。事实上,如果能在市场的开拓和维护过程中恰当地运用文化营销策略,可以有效地打开销售局面,并有利于非遗文化的推广传播。

With the growing attention to intangible heritage,companies continue to develop cultural products based on intangible cultural heritage resources. They make profits and also spread intangible cultural heritage. But facing huge market demand,there are a lot of problems in the intangible cultural products market,such as not enough exploration of cultural connotation,simple marketing mode,the backward marketing concept,low level of internationalization,and the lack of enterprise participation. In fact,if cultural marketing strategy is properly used in the development and maintenance of the market,it can be more effective to open up the sales situation and promote the popularization of intangible culture.