Communications in Humanities Research ISSN: 2753-7072
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Research Article

Digital Marketing and Commercial Value Transformation of Intangible Cultural Heritage IP- Taking Jingdezhen Ceramic Intangible Cultural Heritage as an Example

Yanru WeiGuangdong Experimental High School*

* Corresponding author: [email protected]

Abstract

Under the background of digital transformation of cultural industry, the dynamic inheritance and commercial value transformation of intangible cultural heritage （ICH）IP have become important topics. The current academic research on the digitization of intangible cultural heritage mainly focuses on the application of technology, while there is still a lack of exploration on the model of digital marketing that promotes the transformation of commercial value. Taking Jingdezhen Ceramic Intangible Cultural Heritage as an example, this study focuses on its practical logic under digital marketing through literature review and case analysis. The focus is on analyzing the transformation path from cultural display to the implementation of commercial value, and exploring the mechanism by which digital technology can revitalize the contemporary vitality of intangible cultural heritage and expand the market boundaries. The study found that Jingdezhen Ceramic Intangible Cultural Heritage empowered by digital technology and IP innovative operation, while maintaining its cultural core to achieve commercial value. The analytical framework for the digital marketing and commercial value transformation of intangible cultural heritage IP, which was constructed in this study, provides theoretical references for the sustainable development of Jingdezhen ceramics and similar ICH projects, and promotes the high-quality development of the cultural industry.

Keywords: Intangible cultural heritage (ICH) IP; digital marketing; commercial value transformation; Jingdezhen ceramic intangible cultural heritage.
Published: October 28, 2025
DOI: 10.54254/2753-7064/2025.HT28529
Volume: CHR Vol.88
pp. 177-185
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