基于社交电商的非遗数字活态化传承路径策略

Pathways for Digital Living Inheritance of Intangible Cultural Heritage Based on Social Commerce

摘要: 本文针对非物质文化遗产在数字化进程中所面临的活态化传承困境，系统剖析了其技艺断层、传播力式微与市场应用局限三大核心问题，并提出社交电商赋能的创新路径。基于社交电商的圈层传播、用户共创与数据驱动特性，构建社交电商驱动的非遗文化传播矩阵、推动非遗文创产品的社交化精准营销、建立用户共创的非遗活态传承生态，最终形成技艺存续到价值转化，再到生态进化的可持续传承闭环。本研究为数字时代非遗活态化传承提供了兼具理论创新与实践价值的解决方案。

Abstract: Aiming at the living inheritance dilemma faced by intangible cultural heritage in the process of digitalization, this paper systematically analyzes the three core problems of its technical fault, the decline of communication power and the limitation of market application, and puts forward the innovative path of social commerce empowerment. Based on the circle communication, user co-creation and data-driven characteristics of social commerce, construct the intangible cultural heritage communication matrix driven by social commerce, promote the socialized precise marketing of intangible cultural creation products, establish the intangible cultural heritage ecology co-created by users, and finally form a sustainable inheritance closed loop from skill survival to value transformation and then to ecological evolution. This study provides a solution with both theoretical innovation and practical value for non-living inheritance in the digital age.