国画文创产品的电商营销策略研究——基于4I理论的分析

Research on E-Commerce Marketing Strategy of Chinese Painting Cultural and Creative Products—Analysis Based on 4I Theory

摘要: 伴随着“国潮”复兴和文化自信不断增强，国画文创产品市场显示出巨大的发展潜力，电子商务平台作为其主要销售渠道，其营销策略的有效性直接决定了文化传播与商业价值。本文以市场营销中4I理论作为研究基础，采用文献研究法和案例分析法，对国画文创产品电商环境下所面临的机遇和挑战进行系统论述。文章首先剖析了国画文创产品的价值内涵与市场现状，继而从4I理论的四个维度深入分析其营销现状与不足，最终构建一套整合性的电商营销策略体系，旨在为国画文创品牌的电商实践提供理论指导与策略参考，推动中国传统文化在数字时代的创新性发展与创造性转化。

Abstract: With the revival of the “national tide” and the continuous enhancement of cultural self-confidence, the market of traditional Chinese painting cultural and creative products shows great potential for development. Whether the marketing strategy with e-commerce platform as the main sales channel is effective or not directly affects the realization of cultural communication and commercial value. Based on the 4I theory (interest, interest, interaction and personalization) in marketing, this paper uses literature research method and case analysis method to systematically discuss the opportunities and challenges faced by traditional Chinese painting cultural and creative products in the e-commerce environment. This paper first analyzes the value connotation and market status of traditional Chinese painting cultural and creative products, and then analyzes its marketing status and shortcomings from the four dimensions of 4I theory, and finally constructs an integrated e-commerce marketing strategy system, aiming to provide theoretical guidance and strategic reference for the e-commerce practice of traditional Chinese painting cultural and creative brands, and promote the innovative development and creative transformation of Chinese traditional culture in the digital era.