电子商务背景下“谷子经济”的发展研究

Research on the Development of “Goods Economy” in the Context of E-Commerce

摘要: 随着电子商务与二次元文化的深度融合，以动漫、游戏周边产品为核心的“谷子经济”在交易模式、产业链结构和消费场景等方面发生显著变革。本文基于电商平台运营实践与市场数据，系统分析谷子经济在电商环境下的发展特征，包括交易场景的平台化迁移、产业链的电商化重构以及消费行为的数字化演变。研究同时指出当前谷子经济电商化发展面临的供应链标准化、版权合规性、市场秩序等现实挑战，并从技术赋能供应链升级、加强对相关平台的监管、构建平台生态协同机制、优化消费价值体系四个维度，提出推动谷子经济可持续发展的具体路径，为二次元衍生品电商的生态构建提供理论参考与实践指导。

Abstract: With the deep integration of e-commerce and anime culture, the “Goods economy” with animation and game peripheral products as its core has undergone significant changes in transaction mode, industrial chain structure and consumption scenarios. This article is based on the operation practice of e-commerce platforms and market data, systematically analyzing the development characteristics of the “Goods economy” in the e-commerce environment, including the platform migration of transaction scenarios, the e-commerce reconstruction of the industrial chain, and the digital evolution of consumer behavior. At the same time, the study pointed out the current supply chain standardization, copyright compliance, market order and other practical challenges faced by the development of “Goods economy”, and proposed specific paths to promote the sustainable development of “Goods economy” from four dimensions of technology enabling supply chain upgrading, strengthening supervision of relevant platforms, building platform ecological coordination mechanism, and optimizing the consumption value system, providing theoretical reference and practical guidance for the ecological construction of anime derivatives e-commerce.