AIGC驱动下非遗文化的NFT艺术转化与网络营销创新研究

Research on NFT Art Transformation and Online Marketing Innovation of Intangible Cultural Heritage under AIGC

摘要: 本研究以AIGC与NFT技术耦合为切入点，探索非遗文化在数字时代的活化路径。通过多模态生成技术提升非遗创作效率，结合区块链智能合约构建权属清晰的数字资产确权体系，并运用文化符号转译、情感化交互重构非遗价值。网络营销层面，构建“社交电商引流–垂直交易确权–元宇宙沉浸”的多维矩阵，实现“创作–确权–收益”闭环。研究发现，AIGC与NFT通过“创作增效–权属确证–价值重构”机制，推动非遗从“抢救性保护”转向“创新性发展”，并探索合规性联盟链平台与元宇宙展演场景，使古老技艺在数字文明中焕发新生。

Abstract: This study explores the revitalization of intangible cultural heritage (ICH) in the digital age by integrating AIGC and NFT technologies. By leveraging multi-modal generation technology to enhance ICH creation efficiency, it combines blockchain smart contracts to establish a clear ownership system for digital assets. It also uses cultural symbol translation and emotional interaction to reconstruct the value of ICH. In terms of online marketing, a multi-dimensional matrix is constructed, encompassing ‘social e-commerce traffic diversion-vertical transaction confirmation-metaverse immersion,’ to achieve a closed loop from creation to ownership confirmation and revenue generation. The study finds that AIGC and NFT, through the mechanism of ‘creation enhancement-ownership confirmation-value reconstruction,’ facilitate the transition of ICH from ‘emergency protection’ to ‘innovative development.’ It also explores compliant alliance chain platforms and metaverse performance scenarios, bringing ancient skills to life in the digital civilization.