非遗传承视角下的姚村闷酱营销策略分析  

Analysis on the Marketing Strategies of Yao Cun Stuffy Sauce from the Perspective of Inheritance of Intangible Cultural Heritage

作　　者：张明宇 ZHANG Mingyu(不详)

机构地区：[1]蚌埠学院文学与教育学院,安徽蚌埠233030

出　　处：《科教文汇》2021年第3期190-192,共3页Journal of Science and Education

基　　金：蚌埠学院2019年国家级大学生创新训练项目“非遗传承视角下的姚村闷酱营销策略研究”(201911305037)阶段性成果。

摘　　要：姚村闷酱是安徽宣城市较为知名的土特产,具有悠久的发展历史和浓厚的文化底蕴。结合当前姚村闷酱的发展困境,该文提出了合理有效的营销改进策略,以期促进姚村闷酱推广发展,同时为同类非物质文化遗产的保护、传承及发展提供相应的借鉴。Yao Cun stuffy sauce is a well-known local product in Xuancheng City,Anhui Province,with a long history of development and profound cultural accumulation.Based on the current development predicament of Yao Cun stuffy sauce,this paper puts forward reasonable and effective marketing improvement strategies,in order to promote the promotion and development of Yao Cun stuffy sauce,and also provide relevant reference for the protection,inheritance and development of similar intangible cultural heritage.

关 键 词：姚村闷酱 非遗传承 营销策略 “酱”文化 

分 类 号：C913[经济管理]