文化振兴背景下的中国企业营销转型研究
Research on Marketing Transformation of Chinese Enterprises in the Context of Cultural Revitalization

随着我国由追求数量向追求质量的发展战略转型，以及数字化时代的到来，传统的营销模式面临新的机遇与挑战。本文旨在研究传统营销方式的局限性，并探讨新兴营销方式的崛起。通过分析疫情期间意外爆火的黄桃罐头、大白兔频频出手、以及《中国奇谭》的走红等案例，本研究认为企业应顺应战略转型和文化振兴的大趋势，建立质量与文化内涵并重的营销模式，以在新形势下保持市场竞争力。
With China’s strategic transformation from pursuing quantity to pursuing quality and the advent of the digital age, traditional marketing models are facing new opportunities and challenges. This article aims to study the limitations of traditional marketing methods and explore the rise of emerging marketing approaches. By analyzing cases such as the unexpected popularity of canned yellow peaches during the pandemic, the frequent promotions of “White Rabbit” candies, and the success of “Chinese Folklore,” this research believes that businesses should adapt to the trends of strategic transformation and cultural rejuvenation. They should establish marketing models that emphasize both quality and cultural significance to maintain market competitiveness in the new situation.