INTEGRATING TRADITION AND MODERNITY: A STUDY ON INNOVATIVE MARKETING STRATEGIES FOR LOCAL SPECIALTIES IN ZHAOQING

Zhaoqing, a city rich in cultural heritage, has cultivated a variety of distinctive local specialties that face challenges such as low brand awareness and weak market competitiveness in the modern economy. This study explores how to effectively integrate traditional characteristics with modern marketing methods to promote their development. Employing literature review, field research, and case analysis, alongside theories like diffusion of innovations, cultural inheritance, brand culture, and sustainable development, the research highlights the unique advantages of Zhaoqing's specialties. By leveraging modern approaches such as e-commerce, short video marketing, and immersive technologies like AR/VR, combined with traditional storytelling and craftsmanship, these strategies can enhance brand awareness, market appeal, and consumer connection. The study underscores the value of integrating cultural heritage with modern aesthetics to create products that resonate with contemporary demands, fostering economic, social, and cultural harmony. Recommendations include building strong brand culture, enhancing product value, offering hybrid marketing experiences, and promoting sustainable practices to ensure long-term growth and competitiveness. KEYWORDS: Zhaoqing local specialties; Integration of tradition and modernity; Innovative marketing strategies; Brand awareness; Market competitiveness; Cultural inheritance and innovation