文体旅融合视域下潍坊风筝的营销策略研究

Research on the Marketing Strategy of Weifang Kites from the Perspective of the Integration of Culture, Sports, and Tourism

摘要: 潍坊风筝作为中国传统文化的代表之一，不仅承载了丰富的历史和文化内涵，更是中华非物质文化遗产的重要组成部分。目前，如何实现创新发展已经成为潍坊风筝及其产业亟待解决的问题。本文以潍坊风筝为研究对象，通过文献梳理、数据搜集和理论分析，阐述了潍坊风筝的历史与文化。随后，探讨了潍坊风筝的营销现状和不足，并给出了对应的解决策略：重视风筝运动大众化的潜力；加强数字技术的赋能；践行生态传播实践。通过对潍坊风筝营销策略的研究，本文强调了非遗保护与产业发展的双重价值，以期为潍坊风筝的创新提供有益的参考。

Abstract: Weifang kites, as a treasure of traditional Chinese culture, not only embody rich historical and cultural connotations but also represent a significant component of China’s intangible cultural heritage. Presently, the imperative challenge for Weifang kites and their industry is achieving innovative development. This paper examines Weifang kites through literature review, data collection, and theoretical analysis, elucidating their history and cultural significance. Subsequently, it explores the current marketing status and shortcomings of Weifang kites, proposing corresponding solutions: emphasizing the potential for popularizing kite flying; enhancing empowerment through digital technologies; and practicing ecological communication strategies. Through the study of marketing strategies for Weifang kites, this paper underscores the dual value of intangible cultural heritage preservation and industrial development, aiming to provide beneficial references for the innovation of Weifang kites.