5A模型视角下南京云锦研究所文创产品的网络营销策略研究

Online Marketing Strategy for Nanjing Yunjin Cultural and Creative Products Based on the 5A Model

摘要: 文创产品作为“文化 + 创意 + 商业”的产物，其良性发展不仅推动了我国文化产业进步，更弘扬了中国优秀传统文化。本文基于现代营销学的5A模型，从认知、吸引、询问、行动、倡导五个方面探究南京云锦研究所文创产品的营销策略。研究发现：南京云锦研究所通过构建南京云锦文化和品牌认知提升曝光度，捕捉热点流量和打造优质内容吸引注意，依托专业解答互动深化问询，借助直播挂车和满赠活动推动购买行动，最终通过强化用户留存和分享形成口碑效应。这一系列营销逻辑为其他文创品牌的市场化运营与新时代传承提供了参考。

Abstract: As an outcome of “culture + creativity + commerce”, the healthy development of cultural and creative products not only promotes the progress of China’s cultural industry but also enhances the dissemination of excellent traditional Chinese culture. Based on the 5A model in modern marketing, this study investigates the marketing strategy of Nanjing Yunjin Research Institute’s cultural and creative products through five stages: Awareness, Appeal, Ask, Act, and Advocate. The research finds that the Institute has established a coherent marketing logic: it increases exposure by building cultural and brand awareness of Nanjing Yunjin, captures trending traffic and creates high-quality content to attract attention, deepens inquiry through professional interaction and response, facilitates purchase actions via live streaming with embedded shopping links and spend-and-gift promotions, and ultimately strengthens user retention and sharing to generate word-of-mouth effects. This strategy offers a valuable reference for the market-oriented operation and contemporary of other cultural and creative brands.