Research on the Marketing of Non-Heritage Cultural and Creative Products on New Media Platforms: Take the Dali Bai Tie-Dye as an Example

Abstract

Zhoucheng Village, the birthplace of Dali Bai tie-dye, has a long tradition of doing business. While the traditional offline sales model has caused it to gradually lose its vitality in the new media era. The current research still focuses on using new media as a means of transmission, lacking research on utilizing the marketing functions of new media platforms to expand sales. This research aims to explore the current situation of online marketing of Dali Bai tie-dye and the reasons for the decline in the vitality of Zhoucheng tie-dye, and then analyse the role of new media platforms in the dissemination of intangible cultural heritage. Through the use of textual analysis, the author compares the business practices of two shops, the famous shop A and the traditional family workshop B. Afterwards, it is concluded that the dilemma of Zhoucheng tie-dye is caused by the weak online marketing aspect, the information of the shops that are not easy to find and promote, and the price is not open and transparent enough. In response to this research finding, the author suggests that by capturing the unique local differences of the place of origin, as well as using the shop management system and evaluation system of new media platforms for online marketing, the influence and popularity of the place of intangible cultural heritage origin can be effectively expanded, resulting in wider dissemination of the non-heritage cultural and creative products and more considerable sales.