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河南作为文化大省,拥有众多价值较高的非物质文化遗产资源。在对这些资源的营销、宣传与推广方面,已取得了一定可喜成就。然而,在非物质文化遗产的营销创新方面,还依然存在许多不足之处。为此,必须全面厘清河南非物质文化遗产体现的资源价值,透彻分析其现实状况,以适应新的营销创新环境,提高当地政府和普通民众的营销创新意识,保障其文化传承人物质文化生活方面的消费尊严,并在此基础上建立协调有效的传承人营销宣传机制,搭建非物质文化遗产资源营销的载体平台,理清其营销创新与保护开发的关系等,进而为实现河南经济的快速发展服务。
As a cultural province, Henan has many intangible cultural heritage resources of high value. Some gratifying achievements have been made in the marketing, promotion and promotion of these resources. However, there are still many shortcomings in the marketing innovation of intangible cultural heritage. To this end, it is necessary to fully clarify the value of resources embodied in the intangible cultural heritage of Henan, thoroughly analyze the actual conditions, adapt to the new marketing innovation environment, enhance the marketing innovation awareness of local government and ordinary people, and ensure the material and cultural life of their cultural successors Based on which, it established a coordinating and effective inheritor marketing and propaganda mechanism, set up a carrier platform for intangible cultural heritage resource marketing, clarified the relationship between marketing innovation and protection and development, and so on in order to achieve the rapid economic development in Henan service.