Author(s)

Jiayan Wang, Lujie Liu, Huanan Li, Lu Hu

Corresponding Author

Lu Hu

ABSTRACT

The arrival and development of the era of cross-border e-commerce has played a positive role in promoting international trade, and the international marketing copywriting based on the era of cross-border e-commerce has gradually become the focus of people's attention. Intangible cultural heritage is an important part of China's excellent traditional culture. The topic of how to protect and make good use of China's intangible cultural heritage and promote Chinese civilization to the world has also attracted increasing people's concern. Taking the southwest region of Sichuan province as an example, this paper aims to study the international marketing copywriting related to intangible cultural heritage products, discuss and find out the existing problems and put forward corresponding strategies to promote the improvement of its copywriting quality. At the same time, through the improvement of copywriting quality, the publicity and promotion of intangible cultural heritage products will be promoted, and finally the international sales of intangible cultural heritage products in the southwest of Sichuan province and the external dissemination of Chinese culture will be better promoted.

KEYWORDS

Intangible Cultural Heritage Product; E-Marketing Copywriting; Southwest Sichuan