朱仙镇木版年画社交媒体营销策略研究

Research on Social Media Marketing Strategy of Zhuxian Town New Year Wood-block Prints

利用社交媒体平台传承非物质文化遗产是十分契合的新思路,但朱仙镇木版年画当前的社交媒体营销现状存在官方账号不健全、发布内容杂乱、内容不连续、更新不及时、曝光率低等问题。研究分别选择四类社交媒体的代表性平台,具有针对性地提出朱仙镇木版年画的传播策略,旨在助力传承朱仙镇木版年画,讲好非遗故事。

The utilization of social media platforms for the preservation of intangible cultural heritage is a highly suitable and innovative concept.However,the current social media marketing status of Zhuxian Town wood-block pictures exhibits certain issues,including incomplete official accounts,disorganized publication content,fragmented information,delayed updates,and limited exposure.This study selects representative platforms from four different types of social media as examples to develop a targeted communication strategy for Zhuxian Town wood-block pictures with the aim of facilitating its preservation and showcasing compelling stories about this valuable intangible cultural heritage.