乡村振兴背景下文化产品营销现状及其发展路径——以大方漆器为例

The Current Situation of Cultural Product Marketing and Its Development Path in the Context of Rural Revitalization—A Case Study of Dafang Lacquerware

摘要: 大方漆器，是我国非物质文化遗产，承载着深厚的民族历史和文化记忆。作为贵州三宝之一，大方漆器不仅具有独特的文化内涵，还具备着广泛的实际应用价值。在当前时代背景下，本文旨在深入探讨大方漆器产品制作与营销的优势与不足，研究如何将这一非物质文化遗产转化为具有市场吸引力的产品，进而促进大方漆器产业的蓬勃发展，实现文化瑰宝的传承与保护。

Abstract: Dafang lacquerware is an intangible cultural heritage of China, carrying a profound national history and cultural memory. As one of the three treasures of Guizhou, Dafang lacquerware not only has a unique cultural connotation but also has a wide range of practical application value. In the context of the current era, this paper aims to deeply discuss the advantages and disadvantages of the production and marketing of Dafang lacquerware products, and study how to transform this intangible cultural heritage into products with market appeal. This aims to promote the vigorous development of the Dafang lacquerware industry and realize the inheritance and protection of cultural treasures.