随着中国改革开放四十多年来经济水平的提升和消费结构的升级，人们在消费活动中越来越倾向于同时满足其物质和精神层面的双重需求。文化是国家和民族之魂，近几年国风国潮的崛起，表明以深厚阔远的中国传统文化底蕴为载体的文化创意产品受到人们更多青睐。在中华民族五千年的历史长河中，丝绸作为一种重要的文化载体始终占据着重要地位，它不仅是中华民族精神文化活动的重要载体，也是东西方文化交流、中国融入世界经济体系的重要载体。然而，改革开放以来，多数中国丝绸品牌均属于丝绸原料生产企业，以代加工和外销为主，未能以文化品牌尤其是站在中华民族文化自信的高度体现其品牌附加值，无法彰显中国情境下丝绸所具有的独特文化内涵与意义。从突破消费者“丝绸即面料”的简单认知到满足消费者更广阔的精神需求，万事利丝绸积极推进文化创意产业与传统产业的深度融合发展，以中国传统节日时间节点为底层市场营销节奏，聚焦春节、端午、中秋等中国传统节日，推出中国传统节日文化创意系列产品，以“丝绸+文化创意”的独特理念开辟了一条独具特色的品牌营销道路。本文以万事利丝绸的中国传统节日文化创意产品市场营销策略实践为具体案例进行分析和研究。首先，梳理了相关产业发展现状，并着重分析万事利丝绸中国传统节日文化创意产品的外部运营环境；其次，基于 STP 理论、4P、4C、4V营销理论，系统分析了万事利丝绸中国传统节日文化创意产品的市场营销策略实践，并在此基础上进一步探索相应的市场营销策略优化方案，以提升万事利丝绸该系列产品的市场规模和品牌影响；最后，提出万事利丝绸中国传统节日文化创意产品的完整营销策略实施和保障方案，从而实现在弘扬中国丝绸文化的同时，为中国品牌在文化创意行业的发展提供极具价值的模式借鉴与路径参考。通过本文对万事利丝绸中国传统节日文化创意产品市场营销策略的研究，首先可促进万事利丝绸文化创意产品市场营销策略创新；其次可为其他传统丝绸企业转型升级提供对标参考；最后可为其他非物质文化遗产技艺开发提供强有力借鉴，助力讲好更多中国文化故事，塑造更多民族文创品牌，具有较强理论意义和现实意义。

With the improvement of the economy and the upgrading of consumption structure in China over the past forty years since Reform and Opening-up, people are increasingly inclined to satisfy both their material and spiritual needs during theirconsumption activities. Culture is the soul of a country and a nation. In recent years, the rise of Chinese style and trends has demonstrated that cultural and creative products with the profound and broad traditional Chinese culture are increasingly more popular.In the five-thousand-year history of the Chinese nation, silk as an important cultural carrier has always occupied an important position. It is an important carrier not only of Chinese cultural activities, but also of the culture exchange between East and West and of the integration into the world economic system. However, most Chinesesilk brands belong to silk raw material production enterprises that focus on OEM processing and exports. They fail to reflect the added value of the cultural brands with cultural self-confidence and cannot highlight that silk has a unique cultural connotations and significance in China.From the breakthrough of a simple cognition that "silk is fabric" to satisfy the broader spiritual needs of consumers, Wensli actively promotes the deep integration and development of cultural and creative industries and traditional industries. To align with traditional Chinese festivals such as the Dragon Boat Festival, Mid-Autumn Festival,and Spring Festival, Wensli has launched a series of Chinese festival cultural and creative products with the unique concept of "silk + cultural creativity," and opened up a distinctive path of brand marketing.This study analyzes the marketing strategy of traditional Chinese festival cultural and creative products in Wensli. Firstly, the article reviews the current domestic and foreign development status of relevant industries, and analyzes their industrial operating environment. Secondly, building on the STP, 4P, 4C, and 4V marketing theories, this study systematically analyzes the marketing strategy of traditional Chinese festivalcultural and creative products in Wensli, and further explores the optimization solutionsof the corresponding marketing strategy to enhance the market sales and brand influence. Finally, this study proposes the marketing strategy implementation and guarantee plan for traditional Chinese festival cultural and creative products, thus providing guidance for the development of Chinese brands in the cultural and creativeindustry while promoting Chinese silk culture.This study has several implications. Firstly, it promotes innovation in the marketing strategy of cultural and creative silk products in Wensli. Second, it provides a benchmarking for the transformation and upgrading of other traditional silk businesses.Finally, it serves as a reference for other intangible cultural heritage skills development,better showcases Chinese cultural stories and shapes more national cultural and creative brands. The findings have strong theoretical and practical significance.