Proceedings of the 2023 3rd International Conference on Public Management and Intelligent Society (PMIS 2023)

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Sustainable Utilization of Zhejiang Intangible Cultural Heritage Based on Digital Marketing Matrix

Authors
Peiying Li1, Jiankang Zhang1, *
1School of Culture and Tourism, Zhejiang International Studies University, Hangzhou, China
*Corresponding author. Email: zhangjk@zisu.edu.cn
Corresponding Author
Jiankang Zhang
Available Online 26 July 2023.
DOI
10.2991/978-94-6463-200-2_128How to use a DOI?
Keywords
digital marketing; intangible cultural heritage; sustainable development; content marketing
Abstract

Based on the digital marketing matrix, this paper proposes a strategy for the sustainable utilization of Zhejiang's intangible cultural heritage: rely on technology to create consumer-centered digital marketing, realize the whole chain of “new economy of intangible cultural heritage”, comprehensively build an ecosystem of intangible cultural heritage, and help intangible cultural heritage break the circle quickly. Digitalization has become a normal part of people's lives. We use digital marketing to identify and develop digital products and services, attract young consumers through IP marketing, and create a digital marketing matrix for Zhejiang's intangible cultural heritage: private domain operation as a user operation position; digital shopping guide for intangible cultural heritage products; brand experience of intangible cultural heritage activities through omnichannel marketing; CDP system as technical support; ChatGPT Improve marketing efficiency. To achieve sustainable development of intangible cultural heritage, tell the story of Zhejiang, spread the voice of Zhejiang, provide Zhejiang experience for China, and promote Chinese culture to the world better.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Public Management and Intelligent Society (PMIS 2023)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
26 July 2023
ISBN
978-94-6463-200-2
ISSN
2589-4919
DOI
10.2991/978-94-6463-200-2_128How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Peiying Li
AU  - Jiankang Zhang
PY  - 2023
DA  - 2023/07/26
TI  - Sustainable Utilization of Zhejiang Intangible Cultural Heritage Based on Digital Marketing Matrix
BT  - Proceedings of the 2023 3rd International Conference on Public Management and Intelligent Society (PMIS 2023)
PB  - Atlantis Press
SP  - 1211
EP  - 1220
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-200-2_128
DO  - 10.2991/978-94-6463-200-2_128
ID  - Li2023
ER  -