“黔货出山”背景下贵州非遗文创电商发展困境及发展路径探析

Analysis of Development Dilemmas and Pathways for Guizhou’s Intangible Cultural Heritage Creative Products E-Commerce under the “Guiyang Goods Going Global” (Qianhuo Chushan) Initiative

摘要: 在“黔货出山”与乡村振兴战略背景下，贵州非遗文创电商面临产品供需错位、产业链不完善、人才断层、文化挖掘不足及物流瓶颈等困境，本质是传统手工艺与现代电商的效率冲突。本文提出系统性路径：深化非遗技艺的现代产品创新；依托数字化传播强化文化叙事；优化物流与售后服务体系；创新线上线下融合营销模式。通过多维协同弥合传统性与现代性鸿沟，实现文化传承与经济效益的双赢，赋能乡村振兴。

Abstract: Against the backdrop of the “Guiyang Goods Going Global” (Qianhuo Chushan) and Rural Revitalization strategies, the e-commerce development of Guizhou’s intangible cultural heritage (ICH) creative products faces challenges, including product supply-demand mismatch, incomplete industrial chain, talent gap, insufficient cultural excavation, and logistics bottlenecks. These difficulties stem fundamentally from the efficiency conflict between traditional craftsmanship and modern e-commerce. This paper proposes a systematic pathway: deepening product innovation through modernizing ICH techniques; enhancing cultural narratives via digital dissemination; optimizing logistics and after-sales service systems; and innovating integrated online-offline marketing models. Through multidimensional coordination, this approach bridges the traditional-modernity divide, achieving dual benefits in cultural preservation and economic gains, thereby empowering rural revitalization.