基于4Ds模型的广西壮族文化品牌网络营销策略研究  

Network Marketing Strategy of Zhuang Culture Brand in Guangxi Based on4Ds Model

作　　者：韦荷琳[1] 梁青雅 黎洪 何辉[3] 

机构地区：[1]广西大学工商管理学院 [2]广西大学工商管理学院企业管理系 [3]中共九江市委党校教务科

出　　处：《广西经济》2024年第1期90-96,共7页

基　　金：广西哲学社会科学规划研究课题(21FMZ050);国家自然科学基金项目(71662004、71872055);国家社科基金一般项目(21BMZ073)。

摘　　要：广西壮族文化品牌在带动广西经济增长、强化文化自信等方面具有重要作用,对其他少数民族文化传播与地区经济发展也具有借鉴意义。通过对国内外少数民族文化品牌及其网络营销相关研究的梳理,发现目前广西壮族文化品牌的发展存在需求、传递渠道、动态信息、数据四个方面的困境,并缺乏相应系统性研究成果指导网络营销实践。为此,文章创新运用4Ds模型对广西壮族文化品牌发展进行网络营销策略分析,提出深入研究广西壮族文化品牌需求群体精准营销、多方聚力传递品牌价值、强化消费者与文化品牌互动,以及用数据夯实文化品牌发展前景等建议,从而提高广西壮族文化品牌影响力,提升其经济价值。Guangxi Zhuang cultural brand plays an important role in driving Guangxi’s eco⁃nomic growth and strengthening its cultural self-confidence,and can also be used as a reference for other ethnic minorities'cultural dissemination and regional economic development.By comb⁃ing the research on minority cultural brands and their network marketing at home and abroad,it is found that there are four difficulties in the development of Zhuang cultural brands in Guangxi,including demand,delivery,dynamic and data,and there is no corresponding systematic re⁃search results to guide the practice of network marketing.Therefore,this paper innovatively uses 4Ds model to analyze the network marketing strategy for the development of Guangxi Zhuang cultural brands,and puts forward suggestions such as in-depth research on the precision mar⁃keting of Guangxi Zhuang cultural brand demand groups,multi-party efforts to deliver brand value,strengthening the interaction between consumers and cultural brands,and consolidating the development prospects of cultural brands with data,so as to improve the influence of Guangxi Zhuang cultural brands and increase its economic value.

关 键 词：广西壮族文化 少数民族文化品牌 网络营销 4Ds模型 

分 类 号：F592.7[经济管理—旅游管理]