Research on E-Commerce Marketing Strategy of Cultural and Creative Products Based on the Cultural Inheritance of the Yangtze River

本文聚焦于长江文化传承背景下文化创意产品在电子商务平台的营销策略。通过分析长江文化内涵及其文创产品的独特价值，剖析当前电商营销现状，从市场定位、品牌建设、产品创新、渠道拓展等多维度提出针对性营销策略，旨在促进长江文化文创产品的传播与销售，实现长江文化的有效传承与商业价值的双重提升。This paper focuses on the marketing strategy of cultural and creative products on e-commerce platforms in the context of Yangtze River cultural inheritance. By analyzing the connotation of the Yangtze River culture and the unique value of its cultural and creative products, analyzing the current status of e-commerce marketing, and proposing targeted marketing strategies from multiple dimensions such as market positioning, brand building, product innovation, and channel expansion, it aims to promote the dissemination and sales of the Yangtze River cultural and creative products, and realize the effective inheritance of the Yangtze River culture and the dual promotion of commercial value.