OMO模式下非遗产品的电商新发展路径研究——以贵州市场为例

A Study on the New Development Path of Non-Heritage E-Commerce under OMO Model—A Case Study of Guizhou Market

摘要: 本文旨在深入探究OMO (Online-Merge-Offline)模式下非遗产品的电商新发展路径。在互联网迅猛发展的时代背景下，OMO模式作为一种创新的商业模式，成功打破了传统商业模式的时空限制，实现了线上与线下的资源互通，这种商业模式能够精准定位市场需求，敏锐洞悉消费动态，为非遗产品市场发展提供新的动力。为了深入挖掘非遗产品特性和市场优势，本文首先以贵州市场为例，对非遗产品的特性和市场需求进行分析。非遗产品作为中华优秀传统文化的重要组成，却在现代化进程中面临传承困难、市场认知度低等问题。因此，本文通过对非遗产品特性和市场需求进行分析，结合OMO模式的优势，为非遗产品的电商发展提供新的思路。本文提出了一系列非遗产品在OMO模式下的电商发展策略，通过线上与线下资源的高效整合互通，实现非遗产品的精准营销和个性化服务，以此推动非遗文化的传承与保护，同时满足现代消费者的多元化需求。

Abstract: This paper aims to explore in depth the new development path of e-commerce for intangible cultural heritage products under the OMO (Online Merge Offline) model. In the context of the rapid development of the Internet, OMO mode, as an innovative business model, has successfully broken the time-space constraints of traditional business models, and achieved online and offline resource exchange. This business model can accurately position market demand, keenly understand consumption dynamics, and provide new impetus for the development of intangible cultural heritage products market. In order to deeply explore the characteristics and market advantages of intangible cultural heritage products, this article first takes the Guizhou market as an example to analyze the characteristics and market demand of intangible cultural heritage products. As an important component of China’s excellent traditional culture, intangible cultural heritage products face difficulties in inheritance and low market awareness in the process of modernization. Therefore, this article analyzes the characteristics and market demand of intangible cultural heritage products, and combines the advantages of the OMO model to provide new ideas for the e-commerce development of intangible cultural heritage products. This article proposes a series of e-commerce development strategies for intangible cultural heritage products under the OMO model. Through efficient integration and communication of online and offline resources, precise marketing and personalized services for intangible cultural heritage products can be achieved, thereby promoting the inheritance and protection of intangible cultural heritage culture and meeting the diversified needs of modern consumers.