数字营销背景下非遗文化消费升级与品牌塑造研究

Research on the Upgrading of Intangible Cultural Heritage Consumption and Brand Building under the Background of Digital Marketing

信息化时代,如何在数字技术和数字媒介的发展中有效保护、传承、传播并发展我国优秀的非物质文化遗产,已成为当前社会的关键问题。数字化技术的迅猛发展促使非物质文化遗产的复苏,令老字号焕发新生,同时通过数字技术对品牌的精心打磨,有助于新品牌崭露头角。数字赋能推动非遗文化产业进入数字化转型升级阶段,创造新的服务供给模式,并规范市场,培育消费新增长点。为了更好地传播非物质文化遗产,未来需要改进传统消费模式,引入新兴媒体技术,以拓宽传播渠道,并通过丰富品牌文化内涵,打造独特的非物质文化遗产消费场景。

In the era of informatization,how to eff ectively protect,inherit,disseminate,and develop China’s excellent intangible cultural heritage in the development of digital technology and digital media has become a key issue in current society.The rapid development of digital technology has led to the revival of intangible cultural heritage and revitalized time-honored brands.Meanwhile,the careful polishing of the brand through digital technology can help new brands stand out.Digital empowerment drives the intangible cultural heritage industry to enter the stage of digital transformation and upgrading,creates new service supply models,regulates the market,and cultivates new growth points for consumption.To better promote intangible cultural heritage,it is necessary to improve traditional consumption patterns,introduce emerging media technologies to expand communication channels,and create unique consumption scenarios for intangible cultural heritage by enriching brands’cultural connotations.