非遗文创产品的营销策略探析
An Exploration of Marketing Strategies for Non-Heritage Cultural and Creative Products

在快速发展的信息化时代，非遗文创产品作为连接传统文化和现代市场的桥梁，面临着巨大的发展机遇。本文旨在探讨非遗文创产品的营销策略，通过深入分析非遗文创产品的特点、市场需求以及消费者行为，提出一系列有针对性的营销建议。研究发现，非遗文创产品的营销策略需要注重品牌塑造、文化传承、产品创新、线上线下融合等多方面因素。通过这些策略，可有效提升非遗文创产品的市场竞争力，促进非遗文化的传承与发展。
In the fast-developing informationization era, non-heritage cultural and creative products, as a bridge connecting traditional culture and modern market, are facing great development opportunities. The purpose of this paper is to discuss the marketing strategy of non-heritage cultural and creative products, and put forward a series of targeted marketing suggestions through an in-depth analysis of the characteristics of non-heritage cultural and creative products, market demand and consumer behavior. It is found that the marketing strategy of non-heritage cultural and creative products needs to focus on branding, cultural heritage, product innovation, online and offline integration and other factors. Through these strategies, the market competitiveness of non-heritage cultural and creative products can be effectively enhanced, and the inheritance and development of non-heritage culture can be promoted.