网络营销视域下民族手工艺振兴的社会工作实践

Social Work Practice of Revitalizing National Handicrafts from the Perspective of Network Marketing

摘要: 本研究以贵州省黔东南苗族侗族自治州苗族刺绣为例，探讨数字营销技术与社会工作方法之间的协同路径，以促进非物质文化遗产的传承。针对非物质文化遗产面临的代际传承中断、经济边缘化和文化异化等挑战，本研究提出了“数字文化韧性”的概念。本研究采用行动研究方法，设计了一个三级干预系统通过深入访谈和实证数据分析发现，数字营销显著提高了苗绣的跨境订单比例和图案创新率。社会工作干预通过优化算法伦理审查并建立“文化股 + 资金股”的产权结构，有助于在技术赋能与文化本真性保护之间取得平衡。本研究构建了一个“平台可及性–文化主体性–制度包容性”的跨学科框架，为非物质文化遗产的数字化保护提供了理论支持。建议设立“非物质文化遗产跨境数字试验区”，并加强社会工作者的专业培训体系，以推动实践创新。最终，本研究提供了一个理论与实践相结合的解决方案，以促进民族地区非物质文化遗产的可持续发展。

Abstract: This study investigates the synergistic pathways through which digital marketing technologies and social work methodologies can jointly promote the inheritance of intangible cultural heritage (ICH), exemplified by Miao embroidery, taking Qiandongnan Miao and Dong Autonomous Prefecture in Guizhou Province as a case study. Addressing challenges such as generational discontinuity, economic marginalization, and cultural alienation faced by ICH, the study proposes the concept of “digital cultural resilience”. Utilizing an action research approach, a three-tier intervention system was designed. Findings from in-depth interviews and empirical data analysis reveal that digital marketing significantly increased the proportion of cross-border orders and the rate of pattern innovation for Miao embroidery. Social work interventions, by optimizing algorithmic ethics review and establishing a “cultural shares + capital shares” property rights structure, helped balance technological empowerment with the preservation of cultural authenticity. The research constructs an interdisciplinary framework of “platform accessibility-cultural subjectivity-institutional inclusivity”. This provides theoretical support for the digital preservation of ICH. Recommendations include establishing “Cross-Border Digital Pilot Zones for ICH” and enhancing the professional training system for social workers to drive practical innovation. Ultimately, the study offers a solution integrating theory and practice to foster the sustainable development of ICH in ethnic regions.