“互联网+”背景下寺庙文创产品的营销策略研究

Research on Marketing Strategies of Temple Cultural and Creative Products under the Background of “Internet+”

摘要: 在“互联网+”战略与文化产业融合发展的背景下，寺庙文创产品作为传统文化创新载体成为消费新热点，但其面临同质化严重、文化内涵挖掘不足及营销策略单一等问题。本文通过分析现代性年轻人的精神焦虑，结合线上线下融合渠道拓展、产品文化内涵升级等营销现状，提出针对性优化策略。研究发现，头部寺庙已通过IP叙事构建、跨界工艺创新实现产品功能从“信仰仪式”向“文化载体”的拓展，但仍需解决知识产权保护缺失、商业化与娱乐性失衡及复合型人才短缺等问题。通过深度开发文化IP、建立认证体系、平衡公益属性与商业价值、培养跨界人才等路径，旨在为推动寺庙文创产业可持续发展提供理论参考，助力传统文化在现代互联网消费语境下的创造性转化。

Abstract: Amid the integration of the “Internet+” strategy with cultural industries, temple cultural and creative products have emerged as a new consumer hotspot as carriers of traditional cultural innovation. However, they face challenges including severe homogenization, insufficient exploration of cultural connotations, and monotonous marketing strategies. This paper analyzes the spiritual anxieties of modern young people and proposes targeted optimization strategies by examining current marketing practices such as online-offline integrated channel expansion and product cultural enhancement. The study reveals that leading temples have successfully transformed their products from “religious rituals” to “cultural carriers” through IP storytelling and cross-border craftsmanship innovations. Yet issues like inadequate intellectual property protection, imbalance between commercialization and entertainment value, and shortage of interdisciplinary talents remain unresolved. By deeply developing cultural IPs, establishing certification systems, balancing public welfare attributes with commercial value, and cultivating cross-disciplinary professionals, this research aims to provide theoretical references for sustainable development of temple cultural and creative industries, facilitating the creative transformation of traditional culture within modern internet consumption contexts.