非遗医药企业数字营销的实践探索与路径优化——以片仔癀为例  

Practical Exploration and Path Optimization of Digital Marketing in Intangible Cultural Heritage Pharmaceutical Enterprises——a Case Study of Pien Tze Huang

作　　者：黄益军[1] 杨雨薇 乔萌萌 林剑 HUANG Yijun;YANG Yuwei;QIAO Mengmeng;LIN Jian(Quanzhou Normal University,Quanzhou,Fujian 362000,China)

机构地区：[1]泉州师范学院,福建泉州362000

出　　处：《龙岩学院学报》2024年第4期109-115,共7页Journal of Longyan University

基　　金：福建省社科联一般项目(FJ2021B027)。

摘　　要：数字营销具有覆盖面广、交互性强、形式多样、投放精准、性价比高等优点,逐渐成为企业营销战略的重要组成部分。非遗医药企业拥有悠久的历史和深厚的文化底蕴,但是部分企业营销策略滞后于数字时代,营业状况不容乐观。基于非遗医药企业片仔癀数字营销实践的典型案例,针对片仔癀数字营销存在问题,企业应运用数字媒体塑造品牌,加强数字营销平台产品联动,利用数字技术拓展营销方式,强化线上线下渠道协同营销等优化策略。片仔癀数字营销案例的剖析能为同类型非遗医药企业开展数字营销实践提供借鉴。The digital marketing has the advantages of wide coverage,strong interactivity,diverse forms,precise delivery,and high cost-effectiveness,and has gradually become an important component of enterprise marketing strategies.Intangible cultural heritage pharmaceutical companies have a long history and profound cultural heritage,but some of their marketing strategies lag behind the digital age,and their business situation is not optimistic.Based on the typical case of digital marketing practice of intangible cultural heritage pharmaceutical enterprise Pien Tze Huang,in order to address the problems in digital marketing of Pien Tze Huang,the enterprise should use digital media to shape its brand,strengthen product linkage on digital marketing platforms,expand marketing methods through digital technology,and enhance online and offline channel collaborative marketing optimization strategies,in order to provide reference for similar intangible cultural heritage pharmaceutical enterprises to carry out digital marketing practices.

关 键 词：非遗医药企业 数字营销 片仔癀 

分 类 号：G114[文化科学]