题目非物质文化遗产北安乌鱼绣商业化营销策略研究目录摘要 .......................................................................... 1 一、相关理论概述..............................................................3（一）非物质文化遗产概念.................................................3（二）非物质文化遗产商业化经营相关理论...................................31.非物质文化遗产与商业化经营........................................32.非物质文化遗产与产业化开发........................................4二、北安乌鱼绣商业化营销现状分析..............................................6（一）北安乌鱼绣企业简介.................................................61.企业发展概况......................................................62.企业产品特色......................................................6（二）北安乌鱼绣宏观环境 PEST 分析........................................71.政治法律环境分析..................................................72.经济环境分析......................................................83.社会文化环境分析..................................................94.技术环境分析......................................................9（三）北安乌鱼绣 SWOT 矩阵分析............................................91.WO 战略...........................................................102.ST 战略...........................................................103.WT 战略...........................................................114.SO 战略...........................................................11三、北安乌鱼绣品牌开发策略...................................................11（一）微信平台运营......................................................11（二）微博平台运营......................................................12（三）直播平台运营......................................................12（四）百度词条搜索......................................................12四、北安乌鱼绣 4V 营销策略....................................................12（一）产品差异化营销..................
