摘要
在“非遗+扶贫”模式下,传统手工艺类非遗企业的建设和发展对巩固脱贫攻坚、助力乡村振兴有着重要作用,然而大部分传统手工艺类非遗企业还停留在传统商业模式阶段。在电商时代背景下,非遗企业必须将传统商业模式转变为线上线下相结合的“实体+电商”的全新商业模式,进行产品和渠道创新并打开销路,才能走出一条非遗企业的振兴发展之路。本文以电商时代为背景,运用4P营销理论分析传统手工艺类非遗企业的产品、价格、渠道和促销的营销组合策略。
Under the mode of “intangible cultural heritage + poverty alleviation”, the construction and development of traditional handicraft intangible cultural heritage enterprises play an important role in consolidate poverty alleviation rural revitalization. However, most traditional handicraft intangible cultural heritage enterprises are still in the stage of traditional business model. In the context of e-commerce era, intangible cultural heritage enterprises must transform the traditional business model into a new business model of "entity + e-commerce" which combines online and o ffline, and it must innovate products and channels, and open up markets, so as to find a way to revitalize and develop intangible cultural heritage enterprises. Taking the e-commerce era as the background, this paper uses the 4P marketing theory to analyze the marketing mix strategy of products, prices, channels and promotion of traditional handicraft intangible cultural heritage enterprises.
作者
王婷
WANG Ting(School of Business Administration,Kunming College of Arts and Sciences Kunming,Yunnan 650222)
出处
《中国商论》
2022年第24期68-70,共3页
China Journal of Commerce
基金
2021年云南省哲学社会科学规划项目《云南少数民族脱贫区濒危非遗传统技艺市场化的内生发展动力研究》(PY202118)的研究成果之一。
关键词
非遗企业
商业模式
4P营销
产品创新
渠道创新
intangible cultural heritage enterprise
business model
4P marketing
product innovation
channel innovation
