Research on the Feasibility and Realization Path for Online Marketing of Intangible Cultural Heritage

Abstract

Online marketing, a pivotal pillar of the digital economy, is marked by its vast scale, vibrant performance, and accelerating momentum. This emerging industry, a dynamic force of energy, plays an essential role in the blueprint of new development paradigms. Daoming Bamboo Weaving, a unique product of Daoming Town, garnered national recognition when it was included in the Intangible Cultural Heritage Representative Project List in 2014. Despite the rapid progression of the internet age, there remains a gap for Daoming Bamboo Weaving within the sphere of online marketing. By contrasting the strengths and weaknesses of Daoming Bamboo Weaving with the facets of online marketing, it's possible to analyze consumer preferences and marketing strategies. This analysis can, in turn, pave the way for suggestions to enhance the economic benefits of Daoming Bamboo Weaving.