屯堡碉楼与屯堡文化的市场营销策略研究——基于文化遗产活化与可持续发展视角

Marketing Strategy Research of Tunpu Watchtower and Tunpu Culture—Based on the Perspective of Cultural Heritage Activation and Sustainable Development

摘要: 屯堡碉楼与屯堡文化作为重要的历史文化遗产，承载着丰富的地域特色与人文价值。本文研究基于目的地品牌形象理论与利益相关者理论，针对其品牌定位模糊、产品单一、渠道狭窄等市场困境，构建“市场定位–产品创新–渠道拓展–品牌建设–社区协同”的市场营销体系，旨在通过市场化手段激活文化遗产价值，实现“以文促旅、以旅兴文、文旅护遗”的可持续发展目标。研究结果可为类似文化遗产的保护与开发提供有益借鉴。

Abstract: As an important historical and cultural heritage, the Tunpu Watchtowers and Tunpu Culture carry rich regional characteristics and humanistic values. Based on destination brand image theory and stakeholder theory, this paper addresses market challenges such as vague brand positioning, single product offerings, and narrow distribution channels by constructing a marketing system encompassing “market positioning, product innovation, channel expansion, brand building, and community collaboration”. The aim is to activate the cultural heritage value through market-oriented approaches and achieve the sustainable development goal of “promoting tourism through culture, revitalizing culture through tourism, and protecting heritage through culture and tourism”. The research findings can provide valuable insights for the protection and development of similar cultural heritages.