新媒体环境下潍坊市非遗文化的营销传播策略研究

Research on the Marketing and Communication Strategies of Weifang City’s Intangible Cultural Heritage in the New Media Environment

新媒体的飞速发展使地方非遗文化的营销传播面临前所未有的挑战,同时也带来了新的发展机遇。本文以山东省潍坊市为例,通过对潍坊市非遗文化的发展现状、新媒体环境的特点和发展趋势、潍坊市非遗文化传播中存在的不足展开研究,最后对新媒体环境下潍坊市非遗文化营销传播提出对策,仅供参考。

The rapid development of new media makes the marketing and communication of local intangible cultural heritage face unprecedented challenges,and also brings new development opportunities.Taking Weifang City of Shandong Province as an example,this article studies the development status of Weifang City’s intangible cultural heritage,the characteristics and development trends of the new media environment,the shortcomings in the communication of Weifang City’s intangible cultural heritage,and finally proposes countermeasures for the marketing and communication of Weifang City’s intangible cultural heritage in the new media environment only for reference.