Research on integrated marketing communication strategy of intangible cultural heritage brands based on media integration
Abstract
Under the background of media integration, in order to continuously improve the marketing communication infl uence of
intangible cultural heritage brands, it is necessary to continuously innovate marketing communication strategies, such as content integration
and the combination of multiple marketing methods. Channel integration, all-round marketing communication; Form integration, marketing
communication of the whole process; Cross-border integration, intangible cultural heritage brand image building; Experience integration,
highlight marketing interactions, etc. This paper analyzes and discusses the integrated marketing communication strategies of intangible
cultural heritage brands in the context of media convergence.
intangible cultural heritage brands, it is necessary to continuously innovate marketing communication strategies, such as content integration
and the combination of multiple marketing methods. Channel integration, all-round marketing communication; Form integration, marketing
communication of the whole process; Cross-border integration, intangible cultural heritage brand image building; Experience integration,
highlight marketing interactions, etc. This paper analyzes and discusses the integrated marketing communication strategies of intangible
cultural heritage brands in the context of media convergence.
Keywords
media convergence; Intangible cultural heritage brands; integrated marketing; Propagation strategy
Full Text:
PDFReferences
[1] PENG Xinyi, LIU Yemeng. Analysis on “Intangible Cultural Heritage” Cultural and Creative Communication and Marketing Strategy from the Perspective
of New Media--Taking Taoyuan Embroidery as an Example[J].News Research Guide,2022,13(23):225-227.)
[2] Xiao Chunfang. Construction of rural intangible cultural heritage brand from the perspective of integrated marketing communication:A case study of
Leishan in Qiandongnan Province[J].Southeast Communication,2022(4):83-86.)
DOI: https://doi.org/10.18686/mcs.v5i2.1734
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