Abstract: Guangxi Zhuang cultural brand plays an important role in driving Guangxi’s economic growth and strengthening its cultural self-confidence, and can also be used as a reference for other ethnic minorities' cultural dissemination and regional economic development. By combing the research on minority cultural brands and their network marketing at home and abroad, it is found that there are four difficulties in the development of Zhuang cultural brands in Guangxi, including demand, delivery, dynamic and data, and there is no corresponding systematic research results to guide the practice of network marketing. Therefore, this paper innovatively uses 4Ds model to analyze the network marketing strategy for the development of Guangxi Zhuang cultural brands, and puts forward suggestions such as in-depth research on the precision marketing of Guangxi Zhuang cultural brand demand groups, multi-party efforts to deliver brand value, strengthening the interaction between consumers and cultural brands, and consolidating the development prospects of cultural brands with data, so as to improve the influence of Guangxi Zhuang cultural brands and increase its economic value.
Keywords: Guangxi Zhuang ethnic culture; minority cultural brand; network marketing; 4Ds model
Reprinted from Guangxi Economic Journal, 2024,42(01):90-96.
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