文旅融合背景下喀什地方文化品牌建设与网络营销策略研究

Local Cultural Brand Building and Online Marketing in Kashgar in the Context of Cultural-Tourism Integration

摘要: 在文旅产业加速融合的背景下，地方文化的价值与开发潜力日益凸显。新疆喀什作为丝绸之路重镇和多元文化交汇地，拥有木卡姆、土陶、刺绣等非物质文化遗产，历史底蕴深厚，文化生态完整。面对旅游市场消费升级与数字化转型，喀什应从两方面推进文化品牌建设：一是挖掘文化内涵，整合资源并进行创新转化，构建具有辨识度的品牌体系；二是借助新媒体开展精准传播，通过创新叙事、业态融合和沉浸式体验提升品牌认知度和公众接受度。本文基于文旅融合视角，分析喀什文化品牌建设现状，梳理其在形象传播、数字营销和市场需求对接中存在的问题，提出以文化赋能、数字驱动和市场导向为核心的发展策略，旨在实现文化资源增值，推动区域经济社会高质量发展。

Abstract: Against the backdrop of the accelerated integration of the cultural and tourism industries, the value and development potential of local cultures are increasingly prominent. Kashgar, Xinjiang, as a key town on the Silk Road and a convergence point of diverse cultures, boasts intangible cultural heritages such as muqam, earthenware and embroidery. It has a profound historical background and a complete cultural ecosystem. Facing the upgrading of consumption and digital transformation in the tourism market, Kashgar should promote the construction of cultural brands from two aspects: First, explore cultural connotations, integrate resources and carry out innovative transformation to build a brand system with distinctive features; Second, leverage new media to carry out precise communication, and enhance brand recognition and public acceptance through innovative narratives, integration of business forms, and immersive experiences. From the perspective of the integration of culture and tourism, this article analyzes the current situation of cultural brand building in Kashgar, sorts out the problems existing in its image communication, digital marketing and market demand connection, and proposes a development strategy centered on cultural empowerment, digital drive and market orientation, aiming to increase the value of cultural resources and promote the high-quality development of the regional economy and society.