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.

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.

[1] Yan Min. Research on the innovation of the communication mode of "new media + non- foreign heritage" [J]. Southeast Communication, 2019(05): 66-68.

[2] Su Yan. Research on the use of ShakeYin to drive the dissemination and promotion of intangible cultural heritage in Guangxi [J]. Journalism Research Guide, 2021, 12(02):124-132.

[3] Xu Jindan, Yan Yao, Zhang Zuowen. Research on the dissemination path of Ansai folk painting in the new media perspective [J]. Science and Technology Communication, 2021, 13(05):33-35.

[4] Shen Shaoyun. Exploring the marketing strategy of Jiangxi non-heritage products under the new media perspective [J]. Heritage Identification and Appreciation, 2021(13): 175-177.

[5] Zeng Jingfang, Cao Xinyi, Feng Deling. Exploring the innovation path of inheritance of non- heritage culture under the new media perspective [J]. Media Forum, 2021, 4(20): 38-39.