非遗文化产业的营销模式与策略

Marketing Mode and Strategy of Intangible Cultural Heritage Industry

我国的非物质文化遗产不仅种类丰富并且各具地方特色,发展非遗文化产业,不仅有利于传承中国传统文化,还能激发出非遗文化巨大的商业价值,进而推动我国的经济和社会发展。本文浅析了非遗文化产业在营销发展中的不足,探寻了非遗文化营销模式的新思路,对非遗文化产业的营销战略提出一定建议,以期为延长非遗文化产业链,促进非遗文化产业市场繁荣提供一定的参考路径。

China’s intangible cultural heritage is rich in variety and has its own local characteristics.The development of intangible cultural heritage industry is not only conducive to the inheritance of Chinese traditional culture,but also can stimulate the huge commercial value of intangible cultural heritage,thus promoting China’s economic and social development.This paper analyzes the shortcomings of the intangible cultural heritage industry in the marketing development,explores the new ideas of the intangible cultural heritage marketing model,and puts forward some suggestions on the marketing strategy of the intangible cultural heritage industry,with a view to providing a certain reference path for extending the intangible cultural industry chain and promoting the prosperity of the intangible cultural heritage industry market.