非遗“云传承”：电子商务驱动下的文化遗产活态保护策略研究

Intangible Cultural Heritage “Cloud-Based Inheritance”: A Study on Strategies for the Living Protection of Cultural Heritage Driven by E-Commerce

摘要: 在互联网与电子商务快速发展的背景下，非物质文化遗产(以下简称为非遗)的活态保护与传承面临新的机遇与挑战。尽管网络传播提升了非遗的可见度，但传统保护模式仍存在传播效率不足、可持续性较弱等问题。本研究基于电子商务视角，探讨“云传承”模式在非遗保护中的应用，分析电商平台如何赋能非遗的数字化传播、市场化活态传承及可持续发展。通过实践调研与案例研究，提出电子商务驱动下的非遗创新保护策略，为新时代非遗文化的传承与推广提供可行路径。

Abstract: In the context of the rapid development of the Internet and e-commerce, the living protection and inheritance of intangible cultural heritage are facing new opportunities and challenges. Although online communication has improved the visibility of intangible cultural heritage, there are still problems in the traditional protection model, such as insufficient communication efficiency and weak sustainability. Based on the perspective of e-commerce, this study explores the application of the “cloud-based inheritance” model in the protection of intangible cultural heritage, and analyzes how e-commerce platforms can empower the digital dissemination, market-oriented living inheritance and sustainable development of intangible cultural heritage. Through practical research and case studies, this paper proposes innovative protection strategies for intangible cultural heritage driven by e-commerce, and provides a feasible path for the inheritance and promotion of intangible cultural heritage in the new era.