Analysis of Branding and Online Marketing Strategies for Cultural Heritage

Abstract

Cultural heritage, as an important part of a country's culture, is receiving more and more attention and branding has become an important tool in the process of preserving it. The paper uses literature research and quantitative analysis to analyze the branding of cultural heritage and the online marketing of cultural heritage. The analysis results show that there are different brand paths for different types, forms and characteristics of cultural heritage. However, it is necessary to combine the characteristics of the cultural heritage itself, and deepen the impression in the minds of consumers through brand design. At the same time, use the interactivity, aggregation and precision of the Internet to improve marketing efficiency. This paper carefully sorts out the existing research from two dimensions, and strives to summarize the common methods and network marketing strategies of Chinese cultural heritage brand promotion. The research results can stimulate relevant enterprises to produce more and more effective network marketing tools and obtain economic benefits from them. At the same time, it provides a feasible path for the protection of Chinese cultural heritage.