乡村振兴背景下贵州地区特色手工艺品电商发展研究——以苗族蜡染为例

E-Commerce Development of Specialty Handicrafts in Guizhou under the Background of Rural Revitalization—A Case Study of Miao Batik

摘要: 在乡村振兴战略全面实施与数字经济快速发展的背景下，民族特色手工艺的传承与发展迎来了新的历史机遇。本研究以国家级非物质文化遗产——贵州苗族蜡染为例，深入探讨其电子商务发展的模式、困境与优化路径。论文首先分析了贵州苗族蜡染产业的资源禀赋与当前电商发展现状，总结了其通过合作社、设计师品牌及直播电商等模式所取得的成效。同时，研究揭示了其面临的核心瓶颈，包括品牌同质化、运营人才短缺、供应链标准化程度低以及文化内涵营销不足等问题。在此基础上，文章构建了电商赋能蜡染产业与乡村振兴的作用机制，阐释了其在拓宽销售渠道、促进产业升级、带动农村就业与文化传播等方面的多重价值。最后，本研究从品牌文化赋能、全渠道构建、人才培育与供应链升级四个维度，系统提出了乡村振兴背景下贵州苗族蜡染电商发展的优化路径，以期为民族手工艺的数字化转型升级与乡村产业振兴提供理论参考与实践借鉴。

Abstract: Against the backdrop of the comprehensive implementation of the rural revitalization strategy and the rapid development of the digital economy, the inheritance and development of ethnic specialty handicrafts have encountered new historical opportunities. This study takes Guizhou Miao Batik, a nationally recognized intangible cultural heritage, as a specific case to explore the models, challenges, and optimization pathways for its e-commerce development. The paper first analyzes the resource endowment of the Guizhou Miao Batik industry and its current state of e-commerce development, summarizing the achievements made through models such as cooperatives, designer brands, and live-streaming e-commerce. Simultaneously, the research identifies core bottlenecks, including issues like brand homogenization, a shortage of operational talent, low standardization of the supply chain, and insufficient marketing of cultural connotations. Furthermore, the article constructs a mechanism for how e-commerce enables the batik industry and contributes to rural revitalization, clarifying its multiple values in broadening sales channels, promoting industrial upgrading, generating rural employment, and facilitating cultural dissemination. Finally, the study systematically proposes optimized pathways for the e-commerce development of Guizhou Miao Batik under the rural revitalization strategy from four dimensions: brand and cultural empowerment, omni-channel construction, talent cultivation, and supply chain upgrading. This aims to provide theoretical reference and practical insights for the digital transformation and upgrading of ethnic handicrafts and the revitalization of rural industries.