智媒传播时代非遗类地标产品的营销模式与创新研究——以南京云锦为例

Study on Marketing Models and Innovation for Intangible Cultural Heritage Products with Geographical Indications in the Intelligent Media Era—The Case of Nanjing Yunjin

摘要: 本文以符号学与互文性理论为支撑，根据“智美体”三维范式，讨论南京云锦在智媒传播时代下的营销创新模式与策略。借数据化解构、可视化叙事实现知识开源，经元素提纯、跨界移植完成美学转译，靠场景融合、社交参与构建情感嵌入，激活云锦的品牌价值与消费吸引力。研究指出，通过与南京城市文化的内部互文及与当代时尚的外部互文，可凝练“世界织造之都，美学生活之城”的城市新叙事，为非遗类地标在智媒时代的品牌营销与市场创新提供实践参考。

Abstract: This article is supported by the theory of semiotics and intertextuality, and based on the three-dimensional paradigm of “intelligent beauty and body”, it discusses Nanjing Yunjin’s marketing innovation model and strategy in the era of intelligent media communication. Through data-based deconstruction and visual narrative, knowledge is open sourced, and aesthetic translation is completed through element purification and cross-border transplantation. Emotional embedding is built through scene integration and social participation, and the brand value and consumer appeal of Yunjin are activated. The study points out that through the internal intertext with Nanjing’s urban culture and the external intertext with contemporary fashion, a new urban narrative of “the world’s textile capital, the city of aesthetic life” can be condensed, and provides practical reference for the brand marketing and market innovation of intangible cultural heritage landmarks in the era of intelligent media.