Creative Inheritance and Digital Marketing of Jingchu Unique Intangible Cultural Heritage

Abstract

The study integrates the story of The Three Kingdoms, one of the unique intangible cultural heritage of Jingchu, with the characteristic intangible heritage of the place where the story took place, combines with modern science and technology, and creatively designs a series of characteristic intangible cultural and creative products of Jingchu, such as creative VR exhibition shows, creative book products, consumer products, home decoration, large recreational projects, etc.. It has planned the digital marketing strategies of promoting these Jingchu unique intangible cultural and creative products. It is expected to accelerate the joint revitalization and innovation of rural intangible culture and material culture, to promote the creative inheritance of Jingchu unique intangible cultural heritage, to tell a good story of China, to enhance China’s cultural self-confidence, and then to enhance the soft power of China’s culture.