文旅融合背景下的闽侯根雕产业营销策略研究

Research on Marketing Strategy of Minhou Root Carving Industry under the Background of Integration of Culture and Tourism

通过实地调研与文献调查的方式,结合当下的宏观环境,对闽侯根雕产业在文旅融合大背景下的发展路径进行探究,提出了先打基础、后集中资源的总体发展方案。打基础措施包括鼓励产业带头人带领行业进行资源整合,加强管理、营销等相应新型人才储备,深化政府与产业带头人间的合作交流。提出了集中资源措施主要侧重点在于营销策略,包括推进文旅产品多元化发展,通过短视频平台与数字技术持续推进品牌形象宣传。

Exploring the development path of Minhou root carving industry under the background of cultural and tourism integration through field research and literature survey,with the current macro environment,it proposes an overall development plan that lays the foundation and concentrates resources.The basic measures include encouraging industry leaders to guide the industry to integrate resources,strengthening the corresponding new talent reserves of management and marketing,increasing the frequency of information exchange between industry leaders and the government.After laying a solid foundation,it proposes measures to concentrate resources,whose focus on marketing strategies,including promoting the diversified development of cultural and tourism products,thus continuously promoting the promotion and establishment of brand image through short video platforms and digital technology.