国际中文开源期刊平台

湖南非遗傩文化品牌的数字化营销研究

Digital Marketing Strategies for the Intangible Cultural Heritage Brand: A Case Study of Nuo Culture in Hunan Province

社会科学进展 / 2025,7(2)：114-117 / 2025-03-06 38 28

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• 作者： 梁春暖      王善德      赵云毅      吴睿恒      龙中情     
• 单位：

  南京审计大学金审学院，南京

• 关键词： 湖南傩文化；数字化营销；数字技术；文化传承
• Hunan Nuo culture; Digital marketing; Digital technology; Cultural heritage
• 摘要： 随着数字技术的快速发展，传统文化的保护与传承面临新的机遇与挑战。本文聚焦于湖南非物质文化遗产中的傩文化品牌，深入探究其在数字化营销领域所面临的难题、应对策略，并分析其潜在优势。具体而言，本文首先细致剖析了湖南傩文化品牌在数字化营销实践中面临的问题，随后，在此基础上，提出了一套针对性策略，以优化湖南傩文化品牌的数字化营销。最终，本文进一步探讨了数字化营销对傩文化品牌保护、传承与创新所发挥的积极作用，旨在通过这一研究，为湖南傩文化品牌的持续发展注入新的活力。
• With the rapid development of digital technology, the protection and inheritance of traditional culture face new opportunities and challenges. This paper focuses on the Hunan intangible cultural heritage in the Nuo culture brand, an in-depth investigation of its digital marketing in the field of the problems faced, coping strategies, and analysis of its potential advantages. Specifically, this paper first carefully analyzes the Hunan Nuo cultural brand in the digital marketing practice of the problems faced, and then, on this basis, put forward a set of targeted strategies to optimize the digital marketing of the Hunan Nuo cultural brand. Ultimately, this paper further discusses the digital marketing of Nuo cultural brand protection, heritage and innovation play a positive role, aiming to through this research, for the sustainable development of Hunan Nuo cultural brand injected new vitality.
• DOI： https://doi.org/10.35534/pss.0702020
• 引用： 梁春暖，王善德，赵云毅，等．湖南非遗傩文化品牌的数字化营销研究［J］．社会科学进展，2025，7（2）：114-117.