基于“互联网+”的非遗营销模式创新发展策略研究

Research on the Innovative Development Strategy of Intangible Cultural Heritage Marketing Mode Based on"Internet+"

随着信息科技不断的创新,“互联网+”时代为非遗的传承和发展带来新契机,物联网、大数据、人工智能、云计算等新一代信息技术与非遗融合,展现出新的方式方法。面对非遗文化传承和产业发展存在的问题,在国家出台的系列政策的基础上,提出“互联网+”背景下的四种非遗营销发展模式,即非遗+直播、非遗+研学、非遗+文创、非遗+数字化模式,并给出具体实施策略,以促进非遗产业和文化依托科技创新健康生态发展。

With the continuous innovation of information technology,the era of"Internet+"has injected the fresh blood into the inheritance and development of intangible cultural heritage.The integration of new generation information technologies such as the Internet of Things,big data,artificial intelligence,cloud computing and intangible cultural heritage shows the new ways and means.In the face of the problems of intangible cultural heritage and industrial development,on the basis of a series of policies issued by the state,four intangible cultural heritage marketing development modes are proposed in the context of"Internet+",namely,intangible cultural heritage+live broadcasting,intangible cultural heritage+research&learning,intangible cultural heritage+cultural innovation,intangible cultural heritage+digitalized mode,and are given the concrete strategies to promote the healthy and ecological development of intangible cultural heritage industry and culture relying on the scientific and technological innovation.