基于网络直播方式的非遗产品营销策略探析  

Analysis of the Marketing Strategy of Intangible Cultural Heritage Products Based on Online Live Broadcast

作　　者：鲁菲 

机构地区：[1]江苏大学马克思主义学院,江苏 镇江

出　　处：《电子商务评论》2025年第1期302-307,共6页E-Commerce Letters

摘　　要：随着网络直播平台的迅速发展,直播带货成为主流营销模式之一,为非遗产品的销售开辟了新路径。基于对非遗产品直播带货的SWOT分析,本文从产品质量、直播内容、主播培养、监管规范四个方面提出了相应的策略。通过研究“非遗 + 直播”的营销模式,旨在更好地保护我国的非物质文化遗产,推动非遗产品的销售和中华文化的传播。With the rapid development of online live streaming platforms, live streaming has become one of the mainstream marketing models, which has opened up a new path for the sales of intangible cultural heritage products. Based on the SWOT analysis of the live streaming of intangible cultural heritage products, this paper puts forward corresponding strategies from four aspects: product quality, live broadcast content, anchor training, and regulatory norms. By studying the marketing model of “intangible cultural heritage + live broadcast”, it aims to better protect China’s intangible cultural heritage, promote the sales of intangible cultural heritage products and the dissemination of Chinese culture.

关 键 词：直播带货 非物质文化遗产 电子商务营销 

分 类 号：F42[经济管理—产业经济]