老龄文化产业数字化营销与发展：导向、阻滞与优化

The Digital Marketing and Development of the Elderly Cultural Industry: Orientation, Obstacles, and Optimization

摘要: 老龄文化产业不仅能够传递代际记忆、构建老龄群体的精神文化家园，而且在应对我国人口老龄化、培育经济增长新动能等方面发挥重要作用。新时代，老龄文化产业的数字化营销正在重塑商业格局，已成为老龄文化产业发展的价值取向与行动路向。结合老龄文化产业数字化营销与发展过程中出现的观念薄弱、产业落后、技术异化等典型问题，从多元主体出发，弥合数字鸿沟，着力助力老龄文化产业完成数字化转型，多措并举充分发挥数字技术对老龄文化产业营销与发展的赋能实效。

Abstract: The elderly cultural industry not only facilitates the transmission of intergenerational memories and the construction of a spiritual and cultural home for the elderly population, but also plays a significant role in addressing China’s elderly demographic challenges and fostering new drivers of economic growth. In the new era, the digital marketing of the elderly cultural industry is reshaping the business landscape, becoming both a value orientation and an actionable direction for its development. However, typical issues such as weak conceptual awareness, industrial lag, and technological alienation have emerged during the process of digital marketing and growth of the elderly cultural industry. To address these challenges, a multi-stakeholder approach is essential to bridge the digital divide, drive the digital transformation of the elderly cultural industry, and implement diverse measures to fully leverage the empowering effects of digital technology on its marketing and development.