从“隐匿”到“出圈”：西溪二仙庙文创产品宣传销售研究

From “Obscurity” to “Prominence”: Research on the Promotion and Distribution of Cultural and Creative Goods at the Xixi Erxian Temple

摘要: 2024年，《黑神话：悟空》的游戏预告片将山西省晋城市陵川县的西溪二仙庙推至全球视野，这一媒介奇观不仅带来了巨大的流量，更为其文创产品的宣传与销售带来了前所未有的历史性机遇。本文从新闻传播学与市场营销相结合的视角，聚焦“文创产品宣传销售”这一核心问题，运用媒介奇观理论与IP转化理论，深入剖析游戏IP如何为西溪二仙庙文创进行奇观化赋能，重塑其消费场景与情感价值；并系统探讨在此背景下，其文创产品从IP授权、内容开发、营销策略到销售转化所面临的现实困境与未来路径。本研究通过深入分析这一典型案例，旨在为数字时代背景下，传统文化单位如何借势超级流量实现文创产品的有效变现与品牌长效建设提供实践指南与学理思考。

Abstract: In 2024, the game trailer for “Black Myth: Wukong” propelled Xixi Erxian Temple in Lingchuan County, Jincheng City, Shanxi Province, into the global spotlight. This media spectacle not only generated immense traffic but also presented an unprecedented historical opportunity for the promotion and sales of its cultural and creative products. From a combined perspective of journalism and communication studies and marketing, this paper focuses on the core issue of “promotion and sales of cultural and creative products,” employing Media Spectacle Theory and IP Transformation Theory to conduct an in-depth analysis of how gaming IPs can spectaculize and empower the cultural and creative products of Xixi Erxian Temple, reshaping their consumption scenarios and emotional value. Furthermore, it systematically explores the practical challenges and future pathways faced by these products in terms of IP licensing, content development, marketing strategies, and sales conversion within this context. Through a thorough examination of this typical case, this study aims to provide practical guidance and theoretical insights for traditional cultural institutions on how to leverage super traffic to achieve effective monetization and long-term brand building of cultural and creative products in the digital age.