智媒传播视域下地标产品的数字营销研究——以苏绣为例

Research on Digital Marketing of Geographical Indication Products from the Perspective of Intelligent Media Communication—A Case Study of Suzhou Embroidery

摘要: 智媒时代以人工智能、大数据、虚拟现实等技术为驱动，深刻重塑了地标产品的营销传播逻辑。本文以国家级非物质文化遗产苏绣为典型案例，系统考察其在智媒传播视域下的数字营销实践。苏绣的数字营销创新主要体现在三个维度。然而，智媒技术在赋能文化传播的同时，也潜藏着技术奇观遮蔽工艺深度、数字鸿沟致使传承主体边缘化、过度商业化稀释文化价值等结构性风险。在技术赋能与文化深耕之间保持动态平衡，才可能推动地标产品从流量狂欢走向价值沉淀，实现文化传承与品牌增值的双重目标。

Abstract: Driven by technologies such as artificial intelligence, big data, and virtual reality, the era of intelligent media communication has profoundly reshaped the marketing logic of geographical indication products. Taking Suzhou Embroidery, a national-level intangible cultural heritage, as a typical case, this paper systematically examines its digital marketing practices from the perspective of intelligent media communication. The digital marketing innovation of Suzhou Embroidery is primarily manifested in three dimensions. However, while intelligent media technologies empower cultural dissemination, they also harbor structural risks, including the obscuring of craftsmanship depth by technological spectacles, the marginalization of inheritors due to the digital divide, and the dilution of cultural value caused by excessive commercialization. Only by maintaining a dynamic balance between technological empowerment and cultural cultivation can geographical indication products transition from a “carnival of traffic” to a “sedimentation of value,” thereby achieving the dual goals of cultural inheritance and brand value enhancement.