Research on integrated marketing communication strategy of intangible cultural heritage brands based on media integration
Hui Wang
Hui Yang
DOI: https://doi.org/10.59429/pmcs.v5i2.1804
Keywords: media convergence; Intangible cultural heritage brands; integrated marketing; Propagation strategy
Abstract
Under the background of media integration, in order to continuously improve the marketing communication infl uence of intangible cultural heritage brands, it is necessary to continuously innovate marketing communication strategies, such as content integration and the combination of multiple marketing methods. Channel integration, all-round marketing communication; Form integration, marketing communication of the whole process; Cross-border integration, intangible cultural heritage brand image building; Experience integration, highlight marketing interactions, etc. This paper analyzes and discusses the integrated marketing communication strategies of intangible cultural heritage brands in the context of media convergence
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