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机构地区:[1]浙大城市学院传媒与人文学院 [2]浙大城市学院品牌与会展传播研究所 [3]杭州市文化馆(杭州市非物质文化遗产保护中心)
出 处:《北京文化创意》2022年第2期53-58,共6页Beijing Culture Creativity
摘 要:非物质文化遗产要实现创造性转化与创新性发展,需要在重视技艺传承的同时,将其视为“老字号”的文化品牌进行有效的传播与推广。在社交媒体时代,只有创造更多的信息接触点,才能扩大非遗项目的知名度,拉动产品的市场销量。杭州市非遗保护中心近年来在工作实践中不断探索,同时打开线上、线下两条传播路径,从八个方面扩大面向消费者的信息接触范围,通过管理不同的接触点,帮助杭州非遗产品取得较好的传播效果与销售效果。In order to realize the creative transformation and innovative development of intangible cultural heritage, we need to pay attention to the inheritance of skills and regard it as a "Time Honored" cultural brand for effective communication and promotion. In the era of social media, only by creating more information contact points can we expand the popularity of intangible cultural heritage projects and drive the market sales of products. In recent years, Hangzhou Intangible Cultural Heritage Protection Center has continuously explored in work practice, opened two communication channels online and offline, expanded the information contact scope for consumers from eight aspects, and helped Hangzhou intangible cultural heritage products achieve better communication and sales results by managing different contact points.
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