非遗视觉符号的电商营销路径探索——旬邑彩贴剪纸的推广与品牌创新

Exploration of the E-Commerce Marketing Path of Intangible Cultural Heritage Visual Symbols—Promotion and Brand Innovation of Xunyi Colorful Collage Paper-Cutting

摘要: 本文以旬邑彩贴剪纸为研究对象，基于活态传承与电商经济融合视角，探索非遗视觉符号在电商营销中的创新路径。旬邑彩贴剪纸作为国家级非物质文化遗产，其明艳色彩与多元造型，不仅是文化基因载体，其视觉符号体系蕴含深厚的文化基因与全球化市场潜力。通过解构其图案造型、色彩语言，结合跨境电商的传播逻辑与用户需求，提出从品牌IP孵化、品牌包装、社交媒体营销的策略。旨在通过文化符号的数字化转译与精准营销，实现非遗文化价值与商业价值的协同转化，为非遗在数字经济时代的全球化推广提供实践范式。

Abstract: This paper takes Xunyi Colorful Collage Paper-Cutting as the research object and explores the innovative path of intangible cultural heritage visual symbols in e-commerce marketing from the perspective of the integration of dynamic inheritance and e-commerce economy. As a national intangible cultural heritage, Xunyi Colorful Collage Paper-Cutting, with its bright colors and diverse shapes, is not only a carrier of cultural genes but also its visual symbol system contains profound cultural genes and global market potential. By deconstructing its pattern shapes and color language, and combining the communication logic and user needs of cross-border e-commerce, this paper proposes strategies for brand IP incubation, brand packaging, and social media marketing. The aim is to achieve the coordinated transformation of the cultural and commercial values of intangible cultural heritage through the digital translation and precise marketing of cultural symbols, providing a practical model for the global promotion of intangible cultural heritage in the digital economy era.