数字经济背景下贵州布依族非遗产品营销策略

Marketing Strategies for Guizhou Buyei Intangible Heritage Products in the Context of Digital Economy

摘要: 在物质文化需求日益增长的当下，数字经济与传统文化深度融合成为新的发展趋势，贵州布依族非遗产品作为承载着布依族人民独特的文化积淀和独特的民族面貌的桥梁，面临着新的发展机遇与挑战。在数字经济的时代背景下，本文聚焦于贵州布依族非遗产品营销策略。首先分析数字经济背景下贵州布依族非遗产品营销的理论基础，继而深入探讨数字经济为其带来的机遇以及挑战。之后提出针对性策略，挖掘并突出布依族文化内涵以打造特色产品，旨在助力贵州布依族非遗产品在数字经济浪潮中提升竞争力，实现文化传承与发展。研究强调，数字经济时代非遗产品营销需平衡文化传承与商业价值，该策略对促进少数民族非遗资源活化利用、推动区域文化经济协同发展具有实践指导意义，为民族地区特色文化产业数字化转型提供理论参考。

Abstract: At a time when the demand for material culture is growing, the deep integration of digital economy and traditional culture has become a new development trend, and Guizhou Buyi intangible cultural heritage products, as a bridge carrying the unique cultural deposits of the Buyi people and the unique national outlook, are facing new development opportunities and challenges. In the context of the era of the digital economy, this paper focuses on the marketing strategy of Guizhou Buyi intangible cultural heritage products. Firstly, it analyses the theoretical basis of product marketing of Guizhou Buyi intangible cultural heritage in the context of the digital economy, and then discusses in depth the opportunities and challenges brought by the digital economy. Afterwards, it proposes targeted strategies to explore and highlight the cultural connotation of the Buyei ethnic group in order to create special products, aiming to help Guizhou Buyei intangible cultural heritage products to enhance their competitiveness in the wave of the digital economy, and realise cultural inheritance and development. The study emphasises that the marketing of intangible cultural heritage products in the era of digital economy needs to balance cultural inheritance and commercial value, and the strategy is of practical guidance significance for promoting the adaptive use of ethnic minority intangible heritage resources and synergistic development of regional culture and economy, and provides theoretical references for the digital transformation of distinctive cultural industries in ethnic regions.