网红经济视域下江西红色文化产业发展策略  

Research on the Development of Jiangxi Red Culture Industry From the Perspective of Online Celebrity Economy

作　　者：许迅[1,2] XU Xun(School of Art and Design,East China University of Technology,Nanchang 330013,China;School of Design Art&Media,Nanjing University of Science and Technology,Nanjing 210094,China)

机构地区：[1]东华理工大学美术与设计学院,江西南昌330013 [2]南京理工大学设计艺术与传媒学院,江苏南京210094

出　　处：《东华理工大学学报（社会科学版）》2023年第2期143-148,共6页Journal of East China University of Technology(Social Science)

基　　金：江西省文化艺术科学规划项目“挖掘‘网红资源’打造江西文化产业发展制高点”(YG2021161);抚州市社会科学规划项目“抚州市红色文化产业发展对策研究”(22SK18)。

摘　　要：江西红色文化资源丰富、底蕴深厚,发展红色文化产业具有得天独厚的优势。当前,江西红色文化发展势头强劲,但也存在高质量内容挖掘力度不够、产品核心创意缺乏、传播方式较为传统单一、数字化开发程度较低等问题。江西红色文化要实现高质量发展,一要充分利用网红资源的传播优势,实现产业价值共创;二要积极优化红色文化产业结构,实现品牌精准定位;三要大力拓展营销渠道,实现红色文化产业线上线下融合发展;四要实现红色文化多元化传播与价值转化。Jiangxi province is rich in red cultural resources and profound in details,and the development of red cultural industry has unique advantages.At present,Jiangxi red culture has a strong development momentum,but it also has some problems,such as insufficient mining of high-quality content,lack of core originality of products,traditional and single communication methods,and low degree of digital development.To achieve high-quality development of Jiangxi red culture,firstly,we should make full use of the communication advantages of online celebrity resources to realize industrial value co-creation;secondly,we should actively optimize the industrial structure of red culture to realize accurate brand positioning;thirdly,we should vigorously expand marketing channels to achieve online and offline integrated development of the red cultural industry;fourthly,we should realize the diversified dissemination and value transformation of red culture.

关 键 词：网红经济 江西红色文化 网红资源 产业发展 

分 类 号：G124[文化科学]