The Strategy and Practice of New Media Marketing in Rural Art Brand Building: Xuancheng Xicun Huagu Theater as An Example

Abstract

In the context of the internet, shaping rural art brands with new media marketing has become an important means to realize rural strategies. To explore the feasibility and practical value of new media marketing in the branding of traditional rural culture, this article selects Xuancheng Xicun Huagu Theater as a case study, aiming to clarify how digital communication can expand the influence of the Xuancheng rural brand. The article combines multiplatform data for quantitative and qualitative analysis, adopts the research methods of field interviews, questionnaires and onsite observations, and systematically analyses the publicity mode and audience preferences of Xuancheng Rural Theater. Three strategies, i.e., multiplatform coverage, creative expression and cultural tourism integration, are proposed, a comprehensive plan that integrates cultural communication, audience interaction and commercial value, and new ideas for the digital transformation of rural art are provided. The survey results show that the integration of online and offline resources is conducive to strengthening the communication radius of opera brands, promoting the rise of audience stickiness, and bringing new opportunities for the coordinated development of rural culture and the economy. The case study shows that the comprehensive use of multiplatform communication, creative content expression and deep integration of culture and tourism not only effectively expands the audience scope and communication depth of rural art brands but also significantly enhances participation, opening a new path for the digital inheritance of rural culture and the coordinated development of the economy and showing broad prospects and potential.