| Intangible cultural heritage（referred to as "intangible cultural heritage"）is a cultural "symbol" that condenses the characteristics of folk areas,a "miniature" that reproduces the traditional way of life,and a "interactive achievement" that reflects the interaction between human beings and nature,history and environment.Intangible cultural heritage originates from life and is higher than life.It has different artistic language and cultural expression carriers.In the era of experience economy,cultural creation is undoubtedly a good carrier of intangible cultural heritage.With the integration of intangible cultural heritage and cultural creative industry,the development of intangible cultural creative products has gradually become a focus topic in the field of Intangible Cultural Heritage Inheritance,and there is a lack of relevant theoretical and empirical research.In this study,field research,case analysis and other research methods are used to select the Cultural District of "pomegranate lane" in Xinxiang City,Henan Province as the research object,and to make empirical and theoretical exploration on the current situation of supply-demand contradiction and marketing mode of intangible cultural heritage market.The main contributions and conclusions are as follows:First,based on the 4P marketing strategy theory,this paper proposes that there are contradictions between low purchasing power and high pricing,between product supply lagging behind demand grade,between supply marketing channel selection and demand preference dislocation,and between supply promotion mode selection and demand preference dislocation It points out that the supply of non relic creation should focus on the value for money,the combination of modern and traditional deconstruction,the combination of online and offline,and the guidance of promotion.Second,through the study of excellent practice cases,it is proposed that the development of non relic creative products should focus on three principles,adhere to four major concepts.That is to say,we should pay attention to the cultural connotation of non relic creative products,the development team construction of non relic creative products,and the market demand traction of non relic creative products.Adhere to the principles of culture,innovation and practicality.Adhere to the development concept of highlighting regional characteristics,focusing on user participation,expanding business integration,andembedding creative thinking.On this basis,combined with the demand preference of the market segments,the product development ideas and the integration and extension of the industrial chain are put forward.Thirdly,guided by the concept of social marketing,this study puts forward an innovative "4E marketing model" with experience marketing as the core,that is,excavation,experience,elevation and identity.In order to realize the deep connection between the supply side,the social side and the market side,the multiple interaction and cooperation among operators,inheritors and customers,and the coordinated development and win-win of enterprises,society and consumers.This study starts from the perspective of customer demand and perception,analyzes the contradiction between "market supply" and "public demand",and makes innovative thinking of marketing model with industrial chain development and experience as the core.It not only breaks through the traditional research paradigm,but also widens the research dimension of intangible cultural heritage.It is hoped that it can help the development of intangible cultural heritage in Xinxiang City and provide theoretical reference for productive protection and "living" inheritance of intangible cultural heritage. |
