基于SICAS模型的非遗元素文创产品社交新媒体营销策略研究——以中国蓝夹缬为例  

Research on Social New Media Marketing Strategies for Cultural and Creative Products of Intangible Cultural Heritage Based on the SICAS Model——A Case Study of China Indigo Print

作　　者：李冬梅 谢金翔 LI Dongmei;XIE Jinxiang(School of Economics and Management,Shanghai Zhongqiao Vocational and Technical University,Shanghai 201514,China)

机构地区：[1]上海中侨职业技术大学经济与管理学院,上海201514

出　　处：《枣庄学院学报》2024年第6期132-138,共7页Journal of Zaozhuang University

摘　　要：本研究采用SICAS模型,以中国蓝夹缬为例。探讨了社交新媒体环境下非遗元素文创产品的营销策略,研究从政策导向、数字经济背景、市场需求和消费者行为变化等多个维度进行背景分析,并结合社交新媒体的特点,分析了文创产业营销的特性及营销理论模型的发展。在此基础上,构建了一个全面的非遗元素文创产品社交新媒体营销框架,包括感知、兴趣与互动、联系与沟通、购买行动、体验与分享等五个关键环节。该框架旨在为非遗元素文创产品的营销活动提供理论依据和实践指南,帮助企业应对数字经济时代的挑战,捕捉市场机遇,并推动非遗文化的传承与创新。This study uses the SICAS model to explore marketing strategies for cultural and creative products incorporating intangible cultural heritage elements within the context of social new media,taking China indigo print as a case study.The research conducts a background analysis from multiple dimensions,including policy guidance,the digital economy,market demand,and changes in consumer behavior,combined with the characteristics of social new media to analyze the features of marketing in the cultural and creative industry and the development of marketing theoretical models.Based on this,a comprehensive marketing framework for social new media regarding intangible cultural heritage elements in cultural and creative products is constructed,encompassing five key aspects:perception,interest and interaction,connection and communication,purchasing action,and experience and sharing.This framework aims to provide a theoretical basis and practical guidance for the marketing activities of cultural and creative products with intangible cultural heritage elements,helping businesses respond to the challenges of the digital economy,seize market opportunities,and promote the in.

关 键 词：非物质文化遗产 文创产品 社交新媒体 SICAS模型 市场营销 

分 类 号：B248.2[哲学宗教—中国哲学]