影视文化产品赋能城市营销的机制与发展路径研究
Research on the Mechanism and Development Path of Empowering Urban Marketing with Film and Television Cultural Products

文旅深度融合背景下，影视文化产品作为一种强有力的文化媒介形式，对城市文化旅游资源的开发与城市形象的传播起到积极作用，成为城市营销创新的重要驱动力。然而，影视文化产品赋能城市营销过程中，亦暴露出符号异化、治理分配失序与长效运营断裂等深层问题，本质上反映了流量经济与城市可持续发展之间的矛盾。由此，本研究提出通过维护文化符号本真性、创新社区参与治理机制以及构建长效运营体系，重构技术、资本与地方主体间的权力关系，为城市在数字时代平衡“流量变现”与“文化守真”提供理论框架与实践路径。
In the context of deep integration of culture and tourism, film and television cultural products, as a powerful form of cultural media, play a positive role in the development of urban cultural tourism resources and the dissemination of urban image, becoming an important driving force for urban marketing innovation. However, in the process of empowering urban marketing with film and television cultural products, deep-seated problems such as symbol alienation, disorderly governance and distribution, and long-term operational rupture have also been exposed, which essentially reflects the contradiction between traffic economy and urban sustainable development. Therefore, this study proposes to reconstruct the power relationship between technology, capital, and local entities by maintaining the authenticity of cultural symbols, innovating community participation governance mechanisms, and constructing a long-term operational system, providing a theoretical framework and practical path for cities to balance traffic monetization and cultural authenticity in the digital age.