非遗产品网络营销的影响因素研究——基于38个饮食类非遗技艺的分析

互联网平台为非遗网络营销提供了广阔的空间.该文以38个国家级非遗技艺为研究对象，采用fsQCA方法对影响非遗产品销量的部分因素(网络搜索量、短视频推广、粉丝数量、店铺年份)进行分析.研究发现，短视频推广、粉丝数量与店铺年份对高销量结果有关键性作用，且产生高销量与低销量的两组组态存在非因果对称关系.综合组态分析结果，可从提升产品知名度、加强口碑营销与品牌打造等方面着手，促进互联网时代非遗相关产业的发展.

Network marketing influencing factors of intangible cultural heritage product：based on the analysis of 38 dietary intangible cultural heritage skills

The internet provides a broad space for intangible cultural heritage network marketing. Taking 38 national-level intangible heritage techniques as the example， the fsQCA method is used to analyze the factors that affect the sales of intangible cultural heritage products (network search volume，the promotion of short video， the number of fans and the year of the store). The research found that the promotion of short videos， the number of fans and the year of the store play a key role in the result of high sales， and the two sets of configurations that produce high sales and low sales have a non-causal symmetric relationship. According to the comprehensive configuration analysis results it’s suggested to start from the aspects of enhancing the popularity of the products and strengthening word-of-mouth marketing and brand building for promoting the development of intangible cultural heritage industry in the internet era.