Research on the Marketing Strategy of Commercialization of Cultural Heritage IP in New Media Environment--Taking "Li Ning x Dunhuang Museum Ta Series" as An Example

Ruizhen Hu

doi:10.54254/2754-1169/7/20230243

Research Article

Open access

Published on 13 September 2023

Download pdf

Hu,R. (2023). Research on the Marketing Strategy of Commercialization of Cultural Heritage IP in New Media Environment--Taking "Li Ning x Dunhuang Museum Ta Series" as An Example. Advances in Economics, Management and Political Sciences,7,269-273.

Export citation

Research on the Marketing Strategy of Commercialization of Cultural Heritage IP in New Media Environment--Taking "Li Ning x Dunhuang Museum Ta Series" as An Example

Ruizhen Hu *^,1,

¹ Shanghai University of Traditional Chinese Medicine

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/7/20230243

Abstract

Dunhuang was a trading forefront along the ancient Silk Road and a hub for cultural interchange and integration. As the world's largest and best-preserved repository of Buddhist art, the Mo Kao Grotto at Dunhuang contains many valuable materials that reflect the mix of multiple cultures. This paper takes the "Li Ning x Dunhuang Museum Ta Series" co-branded new products launch as an example. Applying the communication theory of cultural symbols, two parts of 4R Marketing Theory and the theory of two-step flow of communication, this paper explores marketing strategies for commercializing cultural heritage IP in the new media environment. The purpose is to study how cultural heritage should be utilized for its profound cultural and artistic connotations to cooperate with brands ingeniously in cross-border business. This study finds that the unique historical connotations of cultural heritage can enhance consumers' cultural identity, thus enhancing user stickiness, expanding brand awareness, attracting potential consumers and promoting its own cultural values at the same time.

Keywords

cultural heritage, brand marketing strategy, Mo Kao Grotto at Dunhuang, IP marketing

View pdf

References

[1]. Ouyang Yu& Hanwei Kong. (2021).Research on brand communication of Dunhuang Museum's cultural and creative products. Old Brand Marketing (08),13-14. doi:CNKI:SUN:LZHP.0.2021-08-007.

[2]. Cassirer, E. (2021). An essay on man. In An Essay on Man. Yale University Press.

[3]. Yuanyuan Shang.(2021).Research on the Innovative Communication of Excellent Chinese Traditional Culture under the Perspective of Cultural Symbols--Take "National Treasures" as an Example. Dissemination and Copyright(10),46-49.

[4]. De Saussure, F. (2011). Course in general linguistics. Columbia University Press.

[5]. Barthes, R. (2015). Mythologies. Média Diffusion.

[6]. Huanqiu Web. Li Ning become independent at thirty years old, in the desert Gobi staged fashion show. 27/08/2020. https://baijiahao.baidu.com/s?id=1676147908949595847&wfr=spider&for=pc

[7]. Sufen Liu.(2005).Marketing innovation in Chinese companies from the relationship of 4P, 4C and 4R. Business Economy(02),118-120.

[8]. Xiaozhong Yu,Shan Feng.(2002).Comparative analysis of 4P, 4C and 4R marketing theories. Productivity Studies(03),248-249+263.

[9]. Dayong Yang, Zujue Wang, Xulan Cheng. (2001). A preliminary investigation of the theory of two-step flow of communication. Journal of Henan Vocational and Technical College (02), 52-54+58.

[10]. Yu Li. (2013). The strategy of "two-step flow of communication" in external communication: Taking CCTV as an example. External Communication (02), 30-33+1.

Cite this article

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

Conference website: https://2023.confbps.org/

ISBN：978-1-915371-41-6(Print) / 978-1-915371-42-3(Online)

Conference date: 26 February 2023

Editor：Canh Thien Dang, Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.7

ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).