基于用户体验的国画电商平台优化策略——以“中国画商城”为例

User Experience-Based Optimization Strategies for Traditional ChinesePainting E-Commerce Platforms—Taking the “Chinese Painting Mall” as an Example

摘要: 随着文化消费升级与数字化技术的深度融合，国画艺术品交易正在加速向线上转移，艺术电商平台逐渐成为连接艺术家、收藏家与大众的重要纽带。然而，传统国画电商普遍存在用户体验割裂、信任机制薄弱等问题，制约了其文化价值与商业潜力的双重释放。本文以“中国画商城”为研究对象，基于Jesse James Garrett的用户体验五层模型，系统分析其视觉设计、功能逻辑、信息架构及情感连接等维度的现存问题，提出以“文化赋能体验”为核心的优化策略。研究表明，国画电商领域需跳出传统商品交易的单一维度，通过界面美学与国画符号的有机融合、透明化鉴证体系的构建、社群生态的深度运营以及定制化服务的创新突破，着力打造兼具专业质感与情感温度的用户体验生态。该体系将以专业化服务为根基，以情感共鸣为纽带，全面提升用户在国画消费场景中的沉浸感与价值认同。本文从理论与实践层面为艺术电商平台优化提供新思路，强调用户体验设计应成为国画数字化传承与市场化推广的关键驱动力，助力传统文化消费生态的可持续发展。

Abstract: With the deep integration of cultural consumption upgrading and digital technology, the transaction of traditional Chinese painting artworks is accelerating online, and art e-commerce platforms have gradually become an important link between artists, collectors and the public. However, traditional Chinese painting e-commerce generally has problems such as user experience fragmentation and weak trust mechanisms, which restrict the dual release of its cultural value and commercial potential. This paper takes the “Chinese Painting Mall” as its case and, grounded in Jesse James Garrett’s five-layer model of user experience, systematically diagnoses current shortcomings across four dimensions—visual design, functional logic, information architecture and emotional resonance. Building on this analysis, it proposes an optimization strategy whose core is “culture-enabled experience. The research shows that the field of traditional Chinese painting e-commerce needs to jump out of the single dimension of traditional commodity trading, and strive to create a user experience ecology with both professional texture and emotional temperature through the organic integration of interface aesthetics and traditional Chinese painting symbols, the construction of a transparent authentication system, the in-depth operation of community ecology and the innovative breakthrough of customized services. The system will be based on professional services and linked by emotional resonance to comprehensively enhance users’ immersion and value recognition in the consumption scene of traditional Chinese painting. This paper provides new ideas for the optimization of art e-commerce platforms from the theoretical and practical levels, emphasizing that user experience design should become the key driving force for the digital inheritance and market-oriented promotion of traditional Chinese painting, and help the sustainable development of traditional cultural consumption ecology.