摘要
通过文献综述、市场调研、实证研究等方式,对太行山范围内所涵盖的三省一市(河北、河南、山西、北京)等区域的文创产品进行归纳整理,发现数字营销对太行山文创产品的推广和销售具有重要意义.文章基于数字营销视域下的太行山文创产品营销传播现状,探究太行山文创产品数字营销传播存在的问题,从市场定位、产品研发、品牌构建、渠道打造等四方面入手,提出营销手段多元化、地域文化特色品牌搭建、数字化产品开发与体验、客户管理与个性化定制等太行山文创产品营销策略.
Abstract
Through literature review,market research,em-pirical research and other methods,this paper summarizes and organizes cultural and creative products in three prov-inces and one city(Hebei,Henan,Shanxi,Beijing)covered by Taihang Mountain,and finds that digital marketing is of great significance to the promotion and sales of cultural and creative products in Taihang Mountain.Based on the current situation of marketing communication of Taihang Mountain cultural and creative products from the perspective of digital marketing,it explores the problems existing in the digital marketing communication of Taihang Mountain cultural and creative products.Starting from four aspects of market posi-tioning,product research and development,brand building and channel building,it puts forward marketing strategies of Taihang Mountain cultural and creative products such as di-versified marketing methods,regional cultural characteristic brand building,digital product development and experience,customer management and personalized customization.
基金项目
河北地质大学2023年国家预研项目(QN202314)
NETL
NSTL
万方数据