新时代互联网视域下“汉服热”经济与电商协同发展模式探究

Research on the Synergistic Development Model of “Hanfu Craze” Economy and E-Commerce in the New Era Internet Perspective

摘要: 本文聚焦于新时代互联网视域下，深入探究近年来“汉服热”经济与电商协同发展这一新兴产业的发展现状。以淘宝和抖音两大电商平台为案例进行切入分析“汉服热”经济在与电商协同发展中所带来的积极影响。同时也要关注到其中出现的问题，如同质化竞争严重、版权纠纷与山寨现象、文化符号过度商业化等问题，并提出针对性的解决方法与策略。旨在为“汉服热”经济与电商协同发展模式的可持续发展提供理论支撑与实践指导。

Abstract: This article focuses on the current development status of the emerging industry of the “Hanfu craze” economy and e-commerce’s coordinated development in the new era’s Internet perspective. It takes the two major e-commerce platforms, Taobao and Douyin, as cases to analyze the positive impacts brought by the “Hanfu craze” economy in its coordinated development with e-commerce. At the same time, it also pays attention to the problems that have emerged, such as severe homogenization competition, copyright disputes and counterfeiting, and excessive commercialization of cultural symbols, and proposes targeted solutions and strategies. The aim is to provide theoretical support and practical guidance for the sustainable development of the “Hanfu craze” economy and e-commerce’s coordinated development model.