Abstract：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.
孙传明,张海清. 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[J]. 华中师范大学学报(自然科学版), 2022, 56(3): 428-436.
SUN Chuanming,ZHANG Haiqing. Network marketing influencing factors of intangible cultural heritage product：based on the analysis of 38 dietary intangible cultural heritage skills. journal1, 2022, 56(3): 428-436.
2022, Vol. 56 
