文旅融合视域下贵州青岩古镇电子商务发展研究

Research on the Development of E-Commerce in Qingyan Ancient Town, Guizhou from the Perspective of Cultural and Tourism Integration

摘要: 本文以青岩古镇为研究对象，探讨在文旅融合背景下其电子商务营销策略的制定与实施。通过分析青岩古镇的区位优势、文化遗产资源和旅游业发展现状，研究该地区文旅产业融合的现状、优势与挑战。文章重点探讨了青岩古镇电子商务营销的现状，包括电商平台的应用、营销方式及取得的成效与不足。在此基础上，提出针对青岩古镇的文旅融合电子商务营销策略，包括渠道策略、产品策略、专业化团队建设策略、促销策略和品牌策略。研究表明，青岩古镇应充分利用自身资源优势，整合线上线下营销渠道，利用新媒体平台，打造特色文化品牌，以推动文旅产业的可持续发展。

Abstract: This paper takes Qingyan Ancient Town as the research subject, examining the formulation and implementation of its e-commerce marketing strategies within the context of cultural and tourism integration. Through an analysis of the town’s geographical advantages, cultural heritage resources, and current tourism development, the study investigates the existing conditions, strengths, and challenges of cultural and tourism industry convergence in the region. The research focuses on the current state of e-commerce marketing in Qingyan Ancient Town, including platform utilization, marketing approaches, achievements, and shortcomings. Building upon this foundation, the paper proposes tailored e-commerce marketing strategies for cultural and tourism integration, encompassing product strategies, distribution channels, promotional tactics, and branding approaches. Furthermore, potential implementation challenges and corresponding solutions are discussed. The findings indicate that Qingyan Ancient Town should fully leverage its resource advantages by integrating online and offline marketing channels, utilizing new media platforms, and cultivating distinctive cultural brands to promote sustainable development of the cultural-tourism industries.