基于内容传播的非遗产品新媒体营销策略分析——以牙舟陶为例

Analysis of New Media Marketing Strategy of Intangible Cultural Heritage Products Based on Content Dissemination—Taking Yazhou Pottery as an Example

牙舟陶,名列“中国十大名陶”之一,国家级非物质文化遗产项目,是多民族文化交往交流交融的的重要见证,具有深厚的历史价值、文化价值与经济价值。新媒体快速发展,既为人民生活带来了诸多改变,也为非遗传播与发展带来了挑战与机遇。本文以牙舟陶为例,调查分析牙舟陶在新媒体营销所面临的困境,提出构建基于内容传播的非遗产品新媒体营销策略,分别从品牌营销、产品文化展示营销、社交营销、情感营销、多渠道线上销售策略五个方面分析牙舟陶基于内容传播的新媒体营销策略,为其他非遗产品提供一定的参考价值。Yazhou pottery, one of the “Top Ten Famous Pottery in China”, is a national intangible cultural heritage project. It is an important witness to the exchange and integration of multi-ethnic cultural exchanges and has profound historical value, cultural value and economic value. The rapid development of new media has not only brought many changes to people’s lives, but also brought challenges and opportunities for the dissemination and development of intangible cultural heritage. Taking Yazhou Pottery as an example, this paper investigates and analyzes the difficulties faced by Yazhou Pottery in new media marketing, and puts forward a new media marketing strategy for intangible cultural heritage products based on content communication. This paper analyzes the new media marketing strategy of Yazhou Pottery based on content communication from five aspects: brand marketing, product culture display marketing, social marketing, emotional marketing and multi-channel online sales strategy, which provides some reference value for other intangible cultural heritage products.