文旅融合背景下马边县“火把节”网络营销策略研究

Study on Online Marketing Strategies for Mabian County’s “Torch Festival” under the Background of Cultural and Tourism Integration

摘要: 本文在文旅融合背景下，对马边“火把节”的网络营销展开研究。虽然马边“火把节”在网络营销中采取了一些举措，但整体成效欠佳。当前主要面临营销内容同质化，文化品牌IP化不足；新媒体运用不足，平台管理粗放；缺乏营销人才，专业能力断层明显；电商融合薄弱，文旅消费链条断裂等问题。这些短板严重制约其网络营销发展。总的来讲，马边“火把节”的网络营销仍处于探索改进阶段，未来需针对性解决现存问题，持续完善网络营销策略，以实现文旅产业更好的发展。

Abstract: Against the backdrop of cultural and tourism integration, this paper conducts a study on the online marketing of Mabian “Torch Festival”. Although Mabian “Torch Festival” has implemented certain measures in online marketing, its overall effectiveness remains less than ideal. Currently, it primarily faces challenges such as homogeneous marketing content with insufficient cultural brand IP development, inadequate use of new media with simplistic platform management, a shortage of marketing talent with evident professional capability gaps, and weak e-commerce integration, leading to a broken cultural tourism consumption chain. These shortcomings severely restrict the development of its online marketing efforts. Overall, the online marketing of Mabian “Torch Festival” is still in a stage of exploration and improvement. In the future, it is necessary to address existing issues with targeted approaches and continuously refine online marketing strategies to achieve better development of the cultural and tourism industry.