Bibliometric Analysis on Intangible Cultural Heritage and Experience Marketing in China

With the development of Chinese society and the progress of science and technology, the inheritance and development of the intangible cultural heritage are facing challenges. The topic how to protect and inherit the intangible cultural heritage has become one of the most intense topics in the society. Experience marketing, as a new marketing method in the new economic era, makes the brand better leaving a deep impression in theminds of consumers. Although current Chinese studies have repeatedly conducted research on how to protect the intangible cultural heritage, few studies have further sorted out the connection between the intangible cultural heritage and experiential marketing. Therefore, this paper is to explore the intangible cultural heritage and marketing strategy, to address intangible culture with digital products and experience marketing strategy that could lead to future experience marketing strategy innovation and development with intangible culture and digital product integration in mind. A quantitative research method has been adopted, for which a bibliometric approach via CiteSpace software tool has been employed for analyzing the data obtained with intangible cultural heritage and marketing within China Knowledge Network (CNKI) since October 2010. The results suggest that in the digital marketing of intangible cultural heritage, intangible cultural heritage are better preservation, transformation and dissemination via digital products (games), which has a great significance to the permanent preservation and dissemination of intangible cultural heritage. In the future, with the social attention to intangible culture and through digital for intangible culture, it could provide a good platform for promoting intangible culture, with experience marketing and consumers as the center, creating a unique experience, and making the core connotation of intangible culture, which could become a new research trend in the field of marketing.