基于媒介融合的非遗品牌营销传播策略  

Marketing Communication Strategy of Intangible Cultural Heritage Brands Based on Media Convergence

作　　者：洪佳雄 

机构地区：[1]不详

出　　处：《上海工艺美术》2023年第2期75-77,共3页Shanghai Arts & Crafts

摘　　要：互联网时代的来临,使得媒介融合呈现常态化的趋势,而品牌传播的固有模式同时面临机遇与挑战。在此基础上,对于非物质文化遗产的继承与传承、非遗品牌的传播也带来重要契机。我国的非遗品牌拥有良好的文化基础,具备崛起的优秀实力,“老凤祥”作为中国首饰业的世纪品牌,历史悠久,存续时间长。With technology as the basis,media convergence features the constantly expanding cooperation between a variety of media and the gradually enhanced interaction between audiences and media.Media convergence promotes the communication of intangible cultural heritage brands to change from inside out and from foundation to extensionat different levels.

关 键 词：营销传播策略 媒介融合 非物质文化遗产 品牌传播 互联网时代 老凤祥 固有模式 常态化 

分 类 号：F426.8[经济管理—产业经济] F274