闽西客家文化产品数字营销传播现状与策略研究

Situations and Strategies of Digital Marketing and Communication for Hakka Cultural Products

闽西客家地区的媒体存在影响力偏弱、特色不突出、数字营销观念不强等问题。除了政府部门加强引导与投入外,应从受众目标的确定、内容建设、二次传播与附属传播、意见领袖与口碑传播、大数据分析等数字营销的几个传播节点切入以提高闽西地区客家文化数字产品营销的水平。

Based on analyses of communication about Hakka culture in west Fujian,the author put forward some developmental ideas about digital marketing communications for the Hakka culture product in the new media era. After some interpretations of the Hakka cultural products combined with digital marketing,including target audience determination,content construction,secondary spread and auxiliary transmission,opinion leaders and word-of- mouth communication,big data analysis and so on,the study also put forward some specific strategies for the Hakka culture product with digital marketing.