中国和欧美国家在文创产品电商运营模式的比较研究

A Comparative Study of E-Commerce Operating Models for Cultural and Creative Products in China and Western Countries

摘要: 在全球数字经济快速发展的背景下，中国和欧美国家文创产品的电商化开发呈现出显著差异与共性。中国以政策驱动为核心，依托国家文化数字化战略推动非遗电商化，通过直播带货、国潮跨界等模式实现规模化发展，但面临同质化严重、数字版权保护不足等挑战；欧美国家则凭借市场化机制和成熟的知识产权体系，聚焦IP长效运营与技术创新，如NFT交易和元宇宙展览，但高版权成本限制了中小创作者的参与；技术应用上，中国侧重平台生态整合与AI设计工具，海外则深耕区块链确权和虚拟体验开发。本研究采用多案例比较研究方法，通过分析中国和欧美国家文创产品电商化发展的典型案例，结合各平台运营数据变化，剖析对比不同电商发展模式的优劣，旨在为优化我国文创产品电商运营模式、提升文创产品数字化保护水平、推动文化产业高质量发展提供重要的理论基础。

Abstract: Against the backdrop of rapid development in the global digital economy, the e-commerce develop-ment of cultural and creative products in China and Western countries exhibits both significant differences and commonalities. China adopts a policy-driven approach, leveraging its national cultural digitization strategy to promote the e-commerce development of intangible cultural heritage, achieving scaleless growth through live-streaming commerce and cross-border collaborations with domestic trends. However, it faces challenges such as severe homogenization and inadequate protection of digital copyrights; Western countries, on the other hand, leverage market-driven mechanisms and mature intellectual property systems to focus on long-term IP management and technological innovation, such as NFT transactions and meta verse exhibitions. However, high copyright costs limit the participation of small and medium-sized creators. In terms of technological application, China prioritize platform ecosystem integration and AI design tools, while overseas markets focus on block-chain-based rights verification and virtual experience development. This study employs a multi-case comparative research method, analysis typical cases of cultural and creative product e-commerce development in China and Western countries, combined with changes in platform operational data, to compare and contrast the advantages and disadvantages of different e-commerce development models. The aim is to provide an important theoretical foundation for optimism the e-commerce operation model of cultural and creative products in China, enhancing the level of digital protection for cultural and creative products, and promoting the high-quality development of the cultural industry.