Marketing Strategy Research on the Integration of Intangible Cultural Heritage Craft and Modern Market of Gaocheng Palace Noodles

Abstract

Taking Gaocheng Palace Noodles, an intangible cultural heritage of Hebei Province and a national geographical indication product, as the research object, this paper sorts out the product overview and market environment, and formulates a marketing strategy for it. Relying on advantages such as a long history, unique craftsmanship and rich nutrition, Gaocheng Palace Noodles has formed a diverse consumer group. By using PEST and SWOT analysis, the paper identifies the development opportunities as well as problems such as short shelf life and insufficient channel coverage. With the help of the STP model, the positioning of medium and high-end hand-made noodles is established, and a differentiated marketing strategy is constructed from the 4P perspective. The research shows that cultural empowerment and channel integration are the core development paths, and it is necessary to balance traditional craftsmanship with modern production, which can provide practical references for the sustainable development of the industry.