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

Research Article
Open access

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    
  • *corresponding author guyuestudio98@163.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/7/20230243
AEMPS Vol.7
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-41-6
ISBN (Online): 978-1-915371-42-3

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

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.
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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

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.

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About volume

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

ISBN：978-1-915371-41-6(Print) / 978-1-915371-42-3(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.7
ISSN：2754-1169(Print) / 2754-1177(Online)

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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.

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