徽州鱼灯的电商营销策略研究

Research on the E-Commerce Marketing Strategy for Huizhou Fish Lanterns

摘要: 本文聚焦国家级非物质文化遗产徽州鱼灯，探讨其在电子商务环境中的数字化转型路径与挑战。徽州鱼灯的数字化转型虽显著拓展了销售渠道与市场认知度，但仍面临产品标准化困难、文化内涵挖掘不足、电商产品质量不均等问题。研究电商下数字化浪潮实现徽州鱼灯的“活态传承”，提出构建“文化 + 科技”双轮驱动模式、深化数字化内容营销、建立标准化与个性化平衡机制等策略。宏观视角下，徽州鱼灯的数字化转型本质是文化基因的现代转译过程，本文研究成果旨在为徽州鱼灯破解数字化转型瓶颈提供系统性解决方案，同时为同类非遗项目的电商化实践及“活态传承”理论创新提供可借鉴范式。

Abstract: This article focuses on the national intangible cultural heritage Huizhou fish lantern and explores its digital transformation path and challenges in the e-commerce environment. Although the digital transformation of Huizhou fish lantern has significantly expanded sales channels and market recognition, it still faces issues such as difficulties in product standardization, insufficient exploration of cultural connotations, and uneven quality of e-commerce products. To achieve “living inheritance” of Huizhou fish lantern amid the wave of digitalization in e-commerce, this study proposes strategies such as constructing a “culture + technology” dual-driven model, deepening digital content marketing, and establishing a balanced mechanism between standardization and personalization. From a macro perspective, the digital transformation of Huizhou fish lantern is essentially a modern translation process of cultural genes. The research findings of this article aim to provide systematic solutions for Huizhou fish lantern to overcome the bottlenecks of digital transformation, and at the same time, offer a reference paradigm for the e-commerce practice and theoretical innovation of “living inheritance” for similar intangible cultural heritage projects.