非遗修复数字化在直播电商的变现路径研究

Research on the Monetization Path of Digital Restoration of Intangible Cultural Heritage in Live Streaming E-Commerce

摘要: 在非物质文化遗产数字化保护和数字经济融合发展的背景下，本研究关注非遗修复技艺在借助数字化的情况下如何通过直播电商实现商业化变现。基于国家政策和市场实践，构建“专业力–内容力–场景力–运营力”四维驱动模型，分析陶瓷、青铜器等典型类目的变现做法，并针对专业操作、技艺传承和法律合规等风险提出解决策略。研究发现，技术赋能与技艺传承的深度结合是变现关键，未来元宇宙、AI技术和全球化传播将推动非遗修复直播电商的可持续发展。

Abstract: Against the backdrop of the digitization of intangible cultural heritage protection and the integration of the digital economy, this research focuses on how intangible cultural heritage restoration techniques can be commercialized through live streaming aided by digital technology. Based on national policies and market practices, a four-dimensional driving model consisting of “professional capability - content capability - scene capability - operation capability” is constructed to analyze the monetization strategies of typical categories such as ceramics and bronze wares, and strategies to address risks such as professional operation, craftsmanship inheritance and legal compliance, are proposed. The study finds that the deep integration of technological empowerment and craftsmanship inheritance is crucial for monetization, and that the future development of intangible cultural heritage restoration live streaming will be driven by the advancements in virtual reality, AI technology, and global dissemination.