市场营销视角下非遗文化的调查研究——基于南京绒花发展现状及路径探索

A Survey Study of Intangible Cultural Heritage from the Perspective of Marketing—Based on the Development Status and Path Exploration of Nanjing Velvet Flowers

摘要: 南京绒花作为江苏省非物质文化遗产，承载着深厚的历史文化底蕴，其独特精湛的工艺兼具艺术价值与文化价值。然而，当前南京绒花在发展中面临工艺复杂、传承断层、市场融入困难、产品创新滞后、市场竞争加剧等多重挑战，本文采用文献研究法、问卷调查法(覆盖上海、苏州、南京等地)、数据分析法(IPA分析、Bertopic模型、二元Logistic回归等)及实地访谈法，从市场营销的视角出发，系统分析南京绒花的发展现状、影响因素及公众认知与购买行为特征，旨在为南京绒花的可持续发展提供市场营销策略支持。

Abstract: As an intangible cultural heritage in Jiangsu Province, Nanjing velvet flower bears profound historical and cultural heritage, and its unique and exquisite craftsmanship has both artistic and cultural values. However, at present, the development of Nanjing velvet flower faces multiple challenges, such as complex technology, inheritance fault, difficulty in market integration, lagging product innovation and intensified market competition. This paper systematically analyzes the development status, influencing factors, public cognition and on-the-spot interview of Nanjing velvet flower from the perspective of marketing by using the methods of literature research, questionnaire survey (covering Shanghai, Suzhou and Nanjing), data analysis (IPA, Bertopic model, binary Logistic regression, etc.). It aims to provide marketing strategy support for the sustainable development of Nanjing velvet flowers.