广西壮族“三月三”民俗文化活动的营销策略研究

刘爱雄

[摘要]广西壮族“三月三”民俗文化活动，是广西优秀传统文化的集中体现。它既丰富了广西人民的精神文化生活，又增强了民族凝聚力，还促进了当地经济的增长。但是，该活动在开展的过程中也存在一些亟待解决的问题：活动没能有效调动游客参与的积极性、活动时间较短且后续活动偏少、景区门票和纪念品价格总体偏高、宣传方式没有充分发挥新媒体的优势。为此，从4Ps营销组合策略的视角提出了一些解决和完善的建议：不断丰富活动内容和创新活动形式、大力加强地方政府对价格的监管、充分利用新媒体的整合营销传播手段、积极拓宽广西和其他地方政府的合作渠道。

[关键词]广西壮族“三月三”;民俗文化活动;营销策略

[中图分类号] F27                     [文献标识码] A                     [文章编号] 2095-3283（2020）07-0060-03

Research on the Marketing Strategy about the “March 3rd” Folk Cultural Activities

of Zhuang Nationality in Guangxi

Liu  Aixiong

（College of Economics and Management Nanning Normal University， Nanning Guangxi 530001）

Abstract： The “March 3rd” folk cultural activities of zhuang nationality in Guangxi are the concentrated embodiment of the excellent traditional culture of Guangxi. It not only enriched the spiritual and cultural life of Guangxi people， but also strengthened the national cohesion and promoted the growth of local economy. However， In the process of carrying out the activities， there are also some problems to be solved urgently： the activities fail to effectively mobilize the enthusiasm of tourists to participate in them， the time of the activities is short and the follow-up activities are few， the prices of the tickets and souvenirs in the scenic area are generally high， and the publicity methods fail to give full play to the advantages of the new medias. Therefore， from the perspective of 4Ps marketing mix strategy， some solutions and suggestions for improvement are put forward： constantly enriching the contents and innovating the forms of the activities， vigorously strengthening the supervision of local government on price， making full use of the means of integrated marketing communication on the new media， and actively broadening cooperative channels between Guangxi and other local governments.

Key Words： the “March 3Rd” of Zhuang Nationality in Guangxi; Folk Cultural Activities; the Marketing Mix Strategy

廣西壮族“三月三”民俗文化活动，从2014年农历三月第一次开展以来，凭借其独一无二的民族特色活动和原汁原味的民俗项目，吸引了不少海内外游客的观赏和参与，不仅促进了当地休闲旅游产业、体育旅游产业和文化旅游产业的发展，也加强了民族团结、民族自豪感和民族认同感。但是，该活动在开展的过程中也凸显了一些亟待解决的问题，针对这些问题，本文从4Ps营销组合策略的视角进行分析和解决。

一、广西壮族“三月三”民俗文化活动的由来

据考，“三月三”的源头可追溯至春秋时期的上巳节。经过漫长的发展，此节逐渐演变为南方多个少数民族极具民族特色的传统节日，时间固定在农历三月初三。……