With the rapid advancement of artificial intelligence (AI) technology, generative AI is reshaping production and marketing models within the cultural and creative industries. This study examines the Sanxingdui cultural brand, employing both quantitative analysis and case study methodologies to explore optimisation pathways for marketing strategies of cultural heritage IPs within the Artificial Intelligence Generated Content (AIGC) context. Based on 222 valid questionnaires, correlation and regression analyses reveal that users’ AI operational skills, perceived falsity, and perceived creativity are key variables influencing purchase intent. Addressing current challenges such as users’ digital skill gaps, content perceived as artificial, and application scenario limitations, this paper integrates Segmentation, Targeting, Positioning (STP) and 4P theories. It proposes identifying high-value niche markets through cluster analysis, followed by strategic optimisation in product customisation, differentiated pricing, O2O channel integration, and targeted promotions to achieve deep integration between technology and culture.
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Share and Cite
Lin, Q. (2025) A Study on Sanxingdui Cultural Brand Marketing Strategies in the Context of Generative Artificial Intelligence. Journal of Social Development and History, 1(5), 129-138. https://doi.org/10.71052/jsdh/SSVM5330