为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇,非遗文创产品营销策略必须进行革新突破,以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题,从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化...为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇,非遗文创产品营销策略必须进行革新突破,以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题,从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化思路,即非遗文化赋能,塑造品牌形象;多元主体协同,拓宽开发渠道;社群互动分享,增强服务体验;跨域传播推广,构建社媒矩阵。In order to better cope with challenges and seize opportunities under the era of “Internet + intangible cultural heritage”, the marketing strategy of non-heritage creative products must be innovated and broken through to enhance market competitiveness. Based on the SIPS model and the existing problems in the marketing of non-heritage products, this paper puts forward the optimization idea of marketing of non-heritage products from four dimensions of resonance, confirmation, participation and diffusion, that is, the empowerment of intangible cultural heritage and the shaping of brand image;Multiple subjects cooperate to broaden development channels;Community interaction and sharing, enhance co-creation experience;Cross-domain dissemination and promotion, construction of media matrix.展开更多
文摘为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇,非遗文创产品营销策略必须进行革新突破,以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题,从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化思路,即非遗文化赋能,塑造品牌形象;多元主体协同,拓宽开发渠道;社群互动分享,增强服务体验;跨域传播推广,构建社媒矩阵。In order to better cope with challenges and seize opportunities under the era of “Internet + intangible cultural heritage”, the marketing strategy of non-heritage creative products must be innovated and broken through to enhance market competitiveness. Based on the SIPS model and the existing problems in the marketing of non-heritage products, this paper puts forward the optimization idea of marketing of non-heritage products from four dimensions of resonance, confirmation, participation and diffusion, that is, the empowerment of intangible cultural heritage and the shaping of brand image;Multiple subjects cooperate to broaden development channels;Community interaction and sharing, enhance co-creation experience;Cross-domain dissemination and promotion, construction of media matrix.
