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Academic Journal of Business & Management, 2023, 5(9); doi: 10.25236/AJBM.2023.050912.

Research on New Media Marketing Strategy of Kedong Manchu Embroidery under the Background of Digital Economy


Wang Yihan, Zhao Xuehong, Xue Wenai

Corresponding Author:
Wang Yihan

Department of Management, Harbin Finance University, Harbin, China


With the continuous improvement of Internet infrastructure and the constant integration of technology and culture, the new media industry is developing rapidly. As a national intangible cultural heritage project, Kedong Manchu embroidery has a deep cultural heritage and urgently needs protection and dissemination. Using Kedong Manchu embroidery as the research object, this paper explores how Kedong Manchu embroidery can conduct new media marketing under the background of the digital economy. The paper conducts a PEST analysis and proposes a new media marketing strategy for Kedong Manchu embroidery based on the 4I marketing theory in four aspects: personality interests, interaction, and fun.


digital economy, Kedong Manchu embroidery, new media marketing

Cite This Paper

Wang Yihan, Zhao Xuehong, Xue Wenai. Research on New Media Marketing Strategy of Kedong Manchu Embroidery under the Background of Digital Economy. Academic Journal of Business & Management (2023) Vol. 5, Issue 9: 80-84. https://doi.org/10.25236/AJBM.2023.050912.


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