The application of new media marketing model in the inheritance and innovation of Chinese cultural heritage

Cultural heritage carries splendid civilization, inherits history and culture, and maintains the national spirit. It is the "golden card" of a country. In recent years, with the continuous development of the Internet and the rapid increase in Internet penetration, new media platforms are not only an information dissemination channel but also a comprehensive platform that drives industrial integration, upgrading, and innovation. By analyzing the application of the new media marketing model in the inheritance and innovation of Chinese cultural heritage, this paper aims to bring new opportunities for the inheritance and innovation of Chinese cultural heritage in the future, expand a larger space, and bring new ways of thinking and operation, so as to make it conform to the trend of The Times and better inherit and develop.