地方文创品牌的营销策略研究——以浙江“知江南”为例

Research on the Marketing Strategy of Local Cultural and Creative Brands—A Case Study of “Zhijiangnan” in Zhejiang Province

摘要: 随着消费者对物质文化生活需求的不断提高，以数字经济发展为重要驱动力的中国各地优秀文化及其衍生的文创产品逐渐从“物质消费”转向“精神文化消费”，文创品牌市场呈现出蓬勃发展的趋势。这些地方文创品牌的发展对提升地方知名度，传承特色文化，促进地方经济等方面起到了重要的推动作用。作为中国传统文化的重要发源地之一，浙江拥有丰富的历史文化资源和深厚的文化底蕴，为文创品牌的发展提供了广阔的空间。浙江“知江南”文创品牌，以其对江南文化的深刻理解和创新诠释，凭借独特的营销策略在市场上取得了显著成效。这不仅彰显了“知江南”品牌的文化魅力，也为其他地方文创品牌的发展提供了有益的借鉴。

Abstract: With the continuous improvement of consumers’ demand for material and cultural life, with the development of digital economy as an important driving force, the excellent culture and its derived cultural and creative products in China have gradually shifted from “material consumption” to “spiritual and cultural consumption”, and the market of cultural and creative brands has shown a booming trend. The development of these local cultural and creative brands has played an important role in promoting local awareness, inheriting characteristic culture and promoting local economy. As one of the important cradles of traditional Chinese culture, Zhejiang has rich historical and cultural resources and profound cultural deposits, which provides a broad space for the development of cultural and creative brands. Zhejiang’s “Zhijiangnan” cultural and creative brand, with its profound understanding and innovative interpretation of Jiangnan culture, with a unique marketing strategy in the market has achieved remarkable results. This not only highlights the cultural charm of “Zhijiangnan” brand, but also provides a useful reference for the development of cultural and creative brands in other places.