“非遗”与营销策略的融合：传承、创新与可持续发展——以“思州石砚制作工艺”为例

Integration of “Non-Heritage” and Marketing Strategy: Heritage, Innovation and Sustainable Development—Taking “Craftsmanship of Sizhou Inkstone” as an Example

摘要: 非物质文化遗产(以下简称“非遗”)，是文化遗产的重要组成部分，是人类精神财富的具象展现，它鲜活生动地传承着丰富的文化内涵，蕴藏着特定民族的文化基因与精神特质，是中华优秀传统文化的重要一员，也是不同地域特色文化的重要体现。随着经济社会的发展，人们早已适应“快节奏”的生活方式，非遗所蕴含的历史价值与文化内涵被渐渐忽视，这使得非遗的保护与传承工作得不到有效发展。本文以国家级非遗“思州石砚制作工艺”为例，旨在探讨非遗与营销策略的融合路径，通过营销手段，促进非遗的保护、传承与可持续发展。

Abstract: Intangible cultural heritage (hereinafter referred to as “ICH”) is an important part of cultural heritage and a tangible manifestation of the spiritual wealth of mankind, which vividly transmits rich cultural connotations and contains the cultural genes and spiritual qualities of a particular nation, and it is an important member of the excellent traditional Chinese culture, as well as an important manifestation of the distinctive cultures of different regions. With the development of economy and society, people have long adapted to the “fast-paced” lifestyle, the historical value and cultural connotation of non-heritage has been gradually ignored, which makes the protection and inheritance of non-heritage not effectively developed. This paper takes the national non-heritage “Craftsmanship of Sizhou Inkstone” as an example, aims to explore the integration path of non-heritage and marketing strategy, through marketing means, to promote the protection, inheritance and sustainable development of non-heritage.