On the digital and intelligent operation strategy of intangible cultural heritage new media matrix
论非遗类新媒体矩阵的数智化运营策略

摘要

在大数据时代与快节奏生活的双重推动下，碎片化、层次化的信息传播与获取模式已然形成，部分传统产业在时代发展中逐渐式微，而非遗这一优秀传统文化载体则借助AI、VR、AR等数智化技术与新媒体传播模式实现创新发展，构建起适配当下市场环境与社会需求的非遗类新媒体矩阵运营体系。本文以非遗类新媒体矩阵为研究对象，采用多维度案例分析与理论结合实践的研究方法，阐述大数据时代下非遗与新媒体融合发展的现实背景，剖析非遗类新媒体矩阵的运营现状与发展特征，探究数智化技术赋能下非遗类新媒体矩阵的运营路径与实践模式。并对非遗类新媒体矩阵数智化运营的优化方向与发展价值进行了系统分析，最终总结出适配当下市场环境的非遗类新媒体矩阵数智化运营规律与实践经验。

Abstract

Driven by both the big data era and the fast pace of life, fragmented and hierarchical information dissemination and acquisition patterns have emerged. Some traditional industries are gradually declining in the course of development, while intangible cultural heritage (ICH), an excellent carrier of traditional culture, is achieving innovative development by leveraging digital and intelligent technologies such as AI, VR, and AR, and new media communication models, constructing an ICH-based new media matrix operation system adapted to the current market environment and social needs. This paper takes the ICH-based new media matrix as the research object, employing a multi-dimensional case analysis and a research method combining theory and practice. It elucidates the realistic background of the integrated development of ICH and new media in the big data era, analyzes the current operational status and development characteristics of the ICH-based new media matrix, and explores the operational path and practical model of the ICH-based new media matrix empowered by digital and intelligent technologies. Furthermore, it systematically analyzes the optimization direction and development value of the digital and intelligent operation of the ICH-based new media matrix, and finally summarizes the laws and practical experiences of the digital and intelligent operation of the ICH-based new media matrix adapted to the current market environment.