民俗文化资源驱动区域营销策略的系统构建——基于玉梦集团的市场营销全维度分析

The System Construction of Folk Cultural Resources Driving Regional Marketing Strategies—The Comprehensive Marketing Analysis Based on Yumeng Group

摘要: 本文以贵州玉梦集团为研究对象，探讨民俗文化资源如何驱动区域企业构建系统化的市场营销策略。研究发现，民俗文化不仅是差异化竞争的核心要素，更是连接消费者情感、提升品牌价值的重要载体。玉梦集团通过深度挖掘苗族侗族酸汤文化的独特内涵，在产品开发中融入非遗工艺和民族美学，在价格策略上建立文化分层的差异化体系，在渠道布局上打造“线下文化体验 + 线上数字化传播”的全场景营销模式，最终形成以文化认同为基础的市场竞争优势。这一实践表明，民俗文化资源通过系统性的价值重构和场景创新，能够有效破解区域品牌同质化困境，为地方企业实现可持续发展提供了可借鉴的路径。研究不仅丰富了民俗文化与现代营销理论融合的学术探讨，也为国潮经济背景下的区域品牌建设提供了实践启示。

Abstract: This paper takes Guizhou Yumeng Group as the research object to discuss how folk cultural resources drive regional enterprises to build systematic marketing strategies. The study finds that folk culture is not only the core element of differentiated competition, but also an important carrier to connect consumer emotions and enhance brand value. By deeply excavating the unique connotation of Miao and Dong sour soup culture, integrating intangible cultural heritage craftsmanship and national aesthetics into product development, establishing a differentiated system of cultural stratification in price strategy, and creating a full-scene marketing model of “offline cultural experience and online digital communication” in the channel layout, Yumeng Group finally forms a market competitive advantage based on cultural identity. This practice shows that folk cultural resources can effectively solve the dilemma of regional brand homogenization through systematic value reconstruction and scene innovation, and provide a reference path for local enterprises to achieve sustainable development. This study not only enriches the academic discussion on the integration of folk culture and modern marketing theory, but also provides practical enlightenment for regional brand building in the context of national tide economy.