新媒体视域下非遗手工艺品线上营销的问题与对策研究——以镇湖苏绣为例

Research on the Problems and Countermeasures of Online Marketing of Intangible Cultural Heritage Handicrafts from the Perspective of New Media—Taking Zhenhu Su Embroidery as an Example

摘要: 随着数字技术的迅猛发展，新媒体成为线上营销的主要阵地。非遗手工艺品的线上销售成为文化传承与现代商业融合的关键领域。本文以镇湖苏绣为例，深入分析了非遗手工艺品在线上销售过程中遭遇的多重挑战，包括品牌认知度不足、内容营销策略单一、互动性缺失、市场定位模糊等问题。针对这些问题，本文提出了具体的对策与建议，如利用短视频平台的数据分析工具实现精准市场定位，优化短视频内容策略以增强品牌吸引力和用户互动，以及通过打造线下IP与线上互动融合提升用户体验感。这些对策旨在帮助传统手工艺品品牌在新媒体时代中重塑市场竞争力，实现文化传承与商业发展的双赢。

Abstract: With the rapid development of digital technology, new media has become the main battlefield for online marketing. The online sales of intangible cultural heritage handicrafts have become a key area for the integration of cultural heritage and modern commerce. This article takes Zhenhu Su embroidery as an example to deeply analyze the multiple challenges encountered in the online sales process of intangible cultural heritage handicrafts, including insufficient brand awareness, single content marketing strategy, lack of interactivity, and vague market positioning. In response to these issues, this article proposes specific countermeasures and suggestions, such as using data analysis tools on short video platforms to achieve precise market positioning, optimizing short video content strategies to enhance brand appeal and user interaction, and improving user experience by creating a fusion of offline IP and online interaction. These measures aim to help traditional handicraft brands reshape their market competitiveness in the era of new media, achieving a win-win situation between cultural inheritance and commercial development.