文旅融合视域下柳州螺蛳粉品牌营销路径研究

Research on the Brand Marketing Path of Liuzhou Luosifen in the Perspective of Cultural Tourism Integration

柳州螺蛳粉是非物质文化遗产,具有丰富的历史背景和深厚的文化底蕴。文旅产业的融合,给柳州螺蛳粉带来新的发展机遇和广阔的市场前景,同时也让柳州螺蛳粉品牌营销面临一些新的挑战。文章通过理清柳州螺蛳粉品牌营销和文旅产业融合的可能性,分析柳州螺蛳粉品牌营销现存问题,找到柳州螺蛳粉品牌营销实施路径,探索和实践文旅融合的新方法、新模式,从而更好地推动柳州螺蛳粉产业持续健康发展。

As an intangible cultural heritage,Liuzhou Luosifen not only has a rich historical background but also embodies profound cultural connotations.With the deepening integration of the cultural and tourism industries,Liuzhou Luosifen has ushered in new development opportunities and a broad market prospect.However,this integration process has also brought new challenges to brand marketing.This paper discusses the feasibility of integrating Liuzhou Luosifen brand marketing with the cultural and tourism industry,analyzes the existing problems in brand marketing,and explores effective brand marketing implementation paths.The paper aims to practice and explore new models and methods of cultural and tourism integration to promote the sustainable and healthy development of the Liuzhou Luosifen industry.