摘 要:随着网络时代的到来，新兴媒体在推动经济发展中扮演着越来越重要角色，在文化创意产业日益兴起的今天，文化创意产业越来越引起政府的重视和支持，而人们生活水平的显著提高，使得人们在紧张繁忙的工作之余，普遍产生了返朴归真、回归自然、追求一种乡土文化的情结诉求，乡土文化创意产品的生产、营销、消费开始受到空前重视，进入了一个乡土文化创意产品利用新媒体营销推广的时代。本文以重庆地区为例，通过对乡土文化创意产品的内涵及界定、营销现状分析和消费者分析、市场推广常用手段及策略，新媒体的内涵及界定，新媒体在乡土文化创意产品市场推广中的价值与作用，应用现状及存在的主要问题等几个方面进行探讨和论述，在此基础上提出了充分利用新媒体促进乡土文化创意产品市场推广的对策建议。

关键词：市场营销 新媒体 乡土文化创意产品 营销策略

ABSTRACT:As the network era, emerging media in promoting economic development plays an increasingly important role in the cultural and creative industries increasingly emerging today, cultural and creative industries increasingly attracted the attention and support of the government, and people's living standards significantly improved, making people nervous busy work, generally produce a return to basics, back to nature, the pursuit of a local culture of the complex demands of local cultural and creative production, marketing, consumption began to receive unprecedented attention, entering a country cultural and creative products using new media marketing era. In this paper, Chongqing, for example, through the local culture and defines the connotation of creative products, marketing situation analysis and consumer analysis, a common means of marketing and strategy, new media content and definition of new media in the country in the cultural and creative product marketing the value and role, application status and existing problems, and several other aspects to be explored and discussed, based on this proposed full advantage of new media to promote local cultural and creative product marketing countermeasures.

Keywords：Marketing；New Media；Local cultural and creative products；Marketing Strategy