河北民间艺术品行销现状及网络传播策略研究

发布时间：2018-04-04 21:15

本文选题：河北民间艺术品　切入点：文化资源　出处：《河北大学》2010年硕士论文

【摘要】： 河北省独具特色的民间艺术品是宝贵的文化资源,它们品类多样,传承久远,技艺精湛,意蕴丰富,具有不可估量的政治、经济、文化、社会和艺术价值。然而,河北省的民间艺术品虽然底蕴丰厚,潜藏着巨大的资源价值,近年来也在不断加强产品创新,市场也随之不断扩大,但由于行销与传播方式不对路,资源缺乏有效整合,未能在全国形成有影响力的文化产业品牌,资源价值未能实现最优化、最大化,这不利于河北省打造文化强省目标的实现。随着互联网的发展,论坛、博客、SNS、微博等新兴网络传播方式不断涌现,Web2.0的传播理念为艺术品网络传播创造了更多创意想象的空间,同时网络也将为艺术品带来更大的“长尾”市场。在网络时代,通过互联网进行品牌和文化传播为河北民间艺术品的价值开发带来了机遇。当前,河北民间艺术品网络传播具有独特的资源优势和良好的政策环境,初步具备了资金、人员、技术等配套条件。河北民间艺术品网络传播是突破自身发展瓶颈、满足消费者需求、扩大产业影响力的需要,其意义不仅有利于河北民间艺术品本身的生存与创新发展,还有利于打造河北文化品牌和发展河北文化产业,有利于优秀文化艺术的传播和文化资源的保护。通过对河北民间艺术品网站建设、推广渠道、用户体验、传播效果的网络调查与分析,河北民间艺术品网络传播还存在着网站建设初级,传播效果不佳;资源整合不足,文化特色不鲜明;传播方式单一,缺乏创意与互动等问题和不足。对此,在网络传播具体对策上,我们要坚持以下三点:一、整合文化资源,加强相关网站的建设与推广;二、突出燕赵特色,促进艺术品品牌的创意行销;三、创新网络产品,推进资源信息数字化建设。同时我们要认识到网络传播不是“万能药”,要将新兴的网络传播方式与传统传播方式相结合。最后,在打造具有河北特色的网络互动多媒体杂志的实践操作中,从这一创意文化产品的“资本→内容生产→销售渠道→获取一定量的用户→收益”的产业链构建和多元盈利模式的完善,证明了策略的可行性,从而以一个新的思维破解河北民间艺术品的行销难题。
[Abstract]:The unique folk works of art in Hebei Province are valuable cultural resources, which are of various categories, ancient heritage, exquisite skills and rich implication, and have inestimable political, economic, cultural, social and artistic values.However, although the folk works of art in Hebei Province have rich inside information and hidden enormous resource value, in recent years they have also been strengthening product innovation and the market has been expanding constantly. However, due to the mismatch between marketing and dissemination, the resources lack of effective integration.It is unfavorable to realize the goal of creating a strong cultural province in Hebei province because of the failure to form an influential cultural industry brand in the whole country and the failure to optimize and maximize the value of resources.With the development of the Internet, new network communication methods, such as forum, blog SNS, Weibo and so on, have been emerging continuously. The communication concept of Web 2.0 has created more creative imagination space for art network communication.At the same time, the network will also bring a greater market for art, "long tail".In the internet age, brand and cultural communication through the Internet brings opportunities for the value development of Hebei folk works of art.At present, Hebei folk art network dissemination has unique resource advantage and good policy environment, and has the necessary conditions such as fund, personnel, technology and so on.Hebei folk art network communication is the need to break through the bottleneck of its own development, meet the needs of consumers and expand its industrial influence. Its significance is not only conducive to the survival and innovative development of Hebei folk art.It is also helpful to build Hebei cultural brand and develop Hebei cultural industry, to spread excellent culture and art and to protect cultural resources.Through the network investigation and analysis of Hebei folk art website construction, promotion channel, user experience, communication effect, Hebei folk art network communication still has the primary website construction, the dissemination effect is not good, the resources conformity is insufficient,Cultural characteristics are not clear; communication mode is single, lack of creativity and interaction and other problems and deficiencies.In view of this, we should adhere to the following three points in the specific countermeasures of network communication: first, integrate cultural resources, strengthen the construction and promotion of related websites; second, highlight the characteristics of Yanzhao to promote creative marketing of art brands; third, innovate network products.We will promote the digitization of resources and information.At the same time, we should realize that network communication is not a panacea.Finally, in the practice of creating an interactive multimedia magazine with Hebei characteristics,The construction of industrial chain and the improvement of multi-profit model of this creative cultural product "capital content production and sales channel" have proved the feasibility of the strategy.Thus a new thinking to solve Hebei folk art marketing problems.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J124

【引证文献】