Analysis of Branding and Online Marketing Strategies for Cultural Heritage

Research Article
Open access

Analysis of Branding and Online Marketing Strategies for Cultural Heritage

Jiayin Wang 1*
  • 1 School of Journalism and Communication, Hebei Normal University, 050000, Shijiazhuang, China    
  • *corresponding author 15040140223@xs.hnit.edu.cn
AEMPS Vol.4
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-17-1
ISBN (Online): 978-1-915371-18-8

Abstract

Cultural heritage, as an important part of a country's culture, is receiving more and more attention and branding has become an important tool in the process of preserving it. The paper uses literature research and quantitative analysis to analyze the branding of cultural heritage and the online marketing of cultural heritage. The analysis results show that there are different brand paths for different types, forms and characteristics of cultural heritage. However, it is necessary to combine the characteristics of the cultural heritage itself, and deepen the impression in the minds of consumers through brand design. At the same time, use the interactivity, aggregation and precision of the Internet to improve marketing efficiency. This paper carefully sorts out the existing research from two dimensions, and strives to summarize the common methods and network marketing strategies of Chinese cultural heritage brand promotion. The research results can stimulate relevant enterprises to produce more and more effective network marketing tools and obtain economic benefits from them. At the same time, it provides a feasible path for the protection of Chinese cultural heritage.

Keywords:

cultural heritage, branding, online marketing.

Export citation

References

[1]. Kun Xu: Research on the brand image design of intangible cultural heritage. China Marketing, 124-126 (2022).

[2]. Xingting Pu: Creative Constructology. social sciences academic press, BeiJing China (2016).

[3]. McLuhan E.: The Essential McLuhan, BasicBooks, New York, NY(1996).

[4]. Shuang Wang: The Research of Cultural Production, Promotion and Consumption in Internet Age. (Doctoral dissertation). Available from National Knowledge Infrastructure(2016).

[5]. Kun Xu: Research on the brand image design of intangible cultural heritage. China Marketing, 124-126 (2022).

[6]. Huixian Shi, Hailong Yang, Yuxin Wang: Research on the Development Model of Intanqgible Cultural Heritage for Rural Revitalization. Cultural Industry, 60-63(2022).

[7]. Ange Gao: Creative Design of Intangible Cultural Heritage Branding for Opera Research - Huangmei opera as an example.(Master's Thesis). Available from National Knowledge Infrastructure(2018).

[8]. Qiao Shanchen and Ying Meng: A Comparative Study on the Expression of Traditional Handicrafts and Urban Culture between Shanghai and London.Time Honored Brand Marketing Magazine, 77-83(2019).

[9]. Shuang Wang: The Research of Cultural Production, Promotion and Consumption in Internet Age (Doctoral dissertation). Available from National Knowledge Infrastructure(2016).

[10]. Xiao Dingming and Hou Ling: Network marketing analysis of national-level non-heritage project Qing Shen bamboo weaving. The Border economy and culturalJournal, 13-14(2021).

[11]. Shuangshuang Li and Na Yang: Research on Online Marketing Strategy of Cultural and Creative Products. The Border economy and cultural, 41-43(2021).

[12]. Shuangshuang Li and Na Yang: Research on Online Marketing Strategy of Cultural and Creative Products. Journal, 41-43(2021）.

[13]. Wei Tu, Zhenfang Huang and Yelin Fang: Research on the spatial characteristics of online group purchase marketing of tourism products in tourist areas. Journal of NanJing normal university (Natural Science Education), 126-131(2013).

[14]. Huixian Shi, Hailong Yang, Yuxin Wang: Research on the Development Model of Intangible Cultural Heritage for Rural Revitalization. Cultural Industry, 60-63(2022).

Cite this article

Wang,J. (2023). Analysis of Branding and Online Marketing Strategies for Cultural Heritage. Advances in Economics, Management and Political Sciences,4,615-620.

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 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅱ

ISBN：978-1-915371-17-1(Print) / 978-1-915371-18-8(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://www.icemgd.org/
Conference date: 6 August 2022
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.4
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).

References

[1]. Kun Xu: Research on the brand image design of intangible cultural heritage. China Marketing, 124-126 (2022).

[2]. Xingting Pu: Creative Constructology. social sciences academic press, BeiJing China (2016).

[3]. McLuhan E.: The Essential McLuhan, BasicBooks, New York, NY(1996).

[4]. Shuang Wang: The Research of Cultural Production, Promotion and Consumption in Internet Age. (Doctoral dissertation). Available from National Knowledge Infrastructure(2016).

[5]. Kun Xu: Research on the brand image design of intangible cultural heritage. China Marketing, 124-126 (2022).

[6]. Huixian Shi, Hailong Yang, Yuxin Wang: Research on the Development Model of Intanqgible Cultural Heritage for Rural Revitalization. Cultural Industry, 60-63(2022).

[7]. Ange Gao: Creative Design of Intangible Cultural Heritage Branding for Opera Research - Huangmei opera as an example.(Master's Thesis). Available from National Knowledge Infrastructure(2018).

[8]. Qiao Shanchen and Ying Meng: A Comparative Study on the Expression of Traditional Handicrafts and Urban Culture between Shanghai and London.Time Honored Brand Marketing Magazine, 77-83(2019).

[9]. Shuang Wang: The Research of Cultural Production, Promotion and Consumption in Internet Age (Doctoral dissertation). Available from National Knowledge Infrastructure(2016).

[10]. Xiao Dingming and Hou Ling: Network marketing analysis of national-level non-heritage project Qing Shen bamboo weaving. The Border economy and culturalJournal, 13-14(2021).

[11]. Shuangshuang Li and Na Yang: Research on Online Marketing Strategy of Cultural and Creative Products. The Border economy and cultural, 41-43(2021).

[12]. Shuangshuang Li and Na Yang: Research on Online Marketing Strategy of Cultural and Creative Products. Journal, 41-43(2021）.

[13]. Wei Tu, Zhenfang Huang and Yelin Fang: Research on the spatial characteristics of online group purchase marketing of tourism products in tourist areas. Journal of NanJing normal university (Natural Science Education), 126-131(2013).

[14]. Huixian Shi, Hailong Yang, Yuxin Wang: Research on the Development Model of Intangible Cultural Heritage for Rural Revitalization. Cultural Industry, 60-63(2022).

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.