玉屏箫笛文化产业数字化营销发展的现实困境剖析与变革路径构建

Analyzing Current Challenges and Constructing Transformative Pathways for Digital Marketing in the Yuping Flute and Xiao Culture Industry

摘要: 玉屏箫笛作为首批国家级非物质文化遗产及“贵州三宝”之一，承载着深厚的历史文化底蕴，近年来虽在市场销售、产业规模和资金保障等方面取得一定发展，且初步尝试借助电商平台、直播带货等开展数字化营销，但仍处于数字化营销发展的初期阶段。本文以数字化营销理论作为分析工具，通过分析玉屏箫笛文化产业的发展现状，指出其在数字化营销过程中面临数字化营销意识滞后、数字化内容创新性不足、专业人才短缺三大现实困境。针对这些困境，本文从提升数字化营销意识、打造创新数字化内容、加强专业人才培养与引进三个维度构建变革路径，旨在为玉屏箫笛文化产业突破数字化发展瓶颈、实现可持续发展提供可行参考。

Abstract: As one of the first batch of national-level intangible cultural heritage items and one of the “Three Treasures of Guizhou”, Yuping flute and xiao bear profound historical and cultural connotations. Although they have achieved certain progress in market sales, industrial scale, and financial support in recent years, and have initially attempted digital marketing through e-commerce platforms and live-streaming sales, they remain in the early stages of digital marketing development. This paper employs digital marketing theory as an analytical tool to examine the current state of the Yuping flute and xiao cultural industry, identifying three major practical challenges in their digital marketing efforts: lagging digital marketing awareness, insufficient innovation in digital content, and a shortage of professional talent. To address these challenges, the paper proposes transformative strategies from three dimensions: enhancing digital marketing awareness, creating innovative digital content, and strengthening the cultivation and recruitment of professional talent. The aim is to provide actionable references for the Yuping flute and xiao cultural industry to break through the bottlenecks in digital development and achieve sustainable growth.