饮食类非遗产品网络营销影响因素的组态及提升路径

Configuration and promotion path of influencing factors of dietaryintangible cultural heritage products’ network marketing

随着互联网技术的迅猛发展,短视频、直播等众多新兴媒介兴起并普及,这为非物质文化遗产的保护和传承提供了新动能,促进了非遗产品的网络营销。以80个国家级饮食类非遗产品为样本,运用模糊集定性比较分析法,剖析网络搜索量、短视频传播效果、店铺经营年限、粉丝数量以及好评率等因素对网络销量的影响。研究发现,不论是对于高水平还是低水平的网络营销效果,都不存在解释其结果的单一必要条件。饮食类非遗产品高销量存在4种组态,低销量存在3种组态,且高/低销量产生的组态呈非对称关系。其中,短视频传播效果、店铺粉丝数量和好评率在高/低销量产生过程中的作用突出。不同饮食类非遗产品可根据自身条件禀赋,着力于多因素的联动适配,以实现高销量的网络营销效果。

With the rapid development of internet technology,the emergence and popularization of various new media such as short videos and live streaming have provided new momentum for the protection and inheritance of intangible cultural heritage,promoting the online marketing of intangible cultural heritage products.Using 80 national-level intangible cultural heritage products in the food category as samples,and employing the fuzzy set qualitative comparative analysis method,this study analyzes the impact of factors such as online search volume,short video dissemination effect,store operating years,number of followers,and positive review rates on online sales.The research revealed that there is no single necessary condition to explain the results of both high-level and low-level online marketing effect.There are four configurations of high sales volume and three configurations for low sales volume in food category intangible cultural heritage products,and the configurations generated by high/low sales volume exhibit an asymmetric relationship.Among them,the dissemination effect of short videos,the number of store followers,and the positive review rate play a prominent role in the process of generating high/low sales volume.Different food category intangible cultural heritage products can focus on multi-factor linkage adaptation based on their own conditions to achieve high sales volume in online marketing.