Consumers' Cultural Identity and Marketing of Derivatives of Intangible Cultural Heritage

摘要

Cultural identity refers to an affirmative and positive evaluation in attitude towards cultural elements. In the age of emotional consumption, whether derivatives of intangible cultural heritage can obtain consumers' cultural identity will be crucial for the better integration of it in the daily life of the general public. Derivatives of intangible cultural heritage are social, regional, symbolic and cultural and have the congenital advantages of obtaining consumers' cultural identity. How to transform the product superiority into marketing advantage will have an important realistic value for the popularization of derivatives of intangible cultural heritage. Consumers' cultural identity possesses four dimensions, namely product cognition, group affiliation, emotional commitment and cultural self-esteem. Specific marketing measures can be developed correspondingly according to the characteristics of derivatives of intangible cultural heritage.