电子商务赋能非遗掐丝珐琅活态传承的路径研究

Study on the Path of E-Commerce Empowering the Living Inheritance of Intangible Cultural Heritage Cloisonne Enamel

摘要: 掐丝珐琅作为我国非物质文化遗产之一，其传承与发展对于延续民族文化血脉、增强文化自信具有重要意义。但如今随着时代的发展，其面临着产品标准化难度大、品牌建设相对滞后、专业人才短缺、知识产权保护不足等诸多困境。在电子商务蓬勃发展的背景下，掐丝珐琅工艺迎来了新的发展契机。本文深入探讨了电子商务赋能非遗掐丝珐琅活态传承的多维路径，从产品创新、营销推广、人才培养、知识产权保护四个方面展开研究，旨在实现掐丝珐琅工艺的活态传承和创新发展，为中华优秀传统文化在数字时代的创造性转化提供借鉴。

Abstract: As one of the intangible cultural heritages of China, the inheritance and development of cloisonne enamel are of great significance for continuing the national cultural bloodline and enhancing cultural confidence. However, nowadays, with the development of the times, it is facing many difficulties such as the difficulty of product standardization, relatively lagging behind in brand building, shortage of professionals, insufficient protection of intellectual property rights, and so on. Against the backdrop of the vigorous development of e-commerce, the cloisonne enamel technique has ushered in new development opportunities. This article delves deeply into the multi-dimensional paths of e-commerce empowering the dynamic inheritance of intangible cultural heritage, cloisonne enamel. It conducts research from four aspects: product innovation, marketing promotion, talent cultivation, and intellectual property protection, aiming to achieve the dynamic inheritance and innovative development of cloisonne enamel craftsmanship, and provide references for the creative transformation of China’s excellent traditional culture in the digital age.