Research on Marketing Strategies for Intangible Cultural Heritage Creative Products Based on the SIPS Model

为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇，非遗文创产品营销策略必须进行革新突破，以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题，从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化思路，即非遗文化赋能，塑造品牌形象；多元主体协同，拓宽开发渠道；社群互动分享，增强服务体验；跨域传播推广，构建社媒矩阵。In order to better cope with challenges and seize opportunities under the era of “Internet + intangible cultural heritage”, the marketing strategy of non-heritage creative products must be innovated and broken through to enhance market competitiveness. Based on the SIPS model and the existing problems in the marketing of non-heritage products, this paper puts forward the optimization idea of marketing of non-heritage products from four dimensions of resonance, confirmation, participation and diffusion, that is, the empowerment of intangible cultural heritage and the shaping of brand image; Multiple subjects cooperate to broaden development channels; Community interaction and sharing, enhance co-creation experience; Cross-domain dissemination and promotion, construction of media matrix.