传统文物视觉符号的电商转化路径研究——以鎏金异兽衔杯砚滴为例

Exploring the E-Commerce Transformation Path of Visual Symbols in Traditional Artifacts—A Case Study of the Gilded Mythical Beast Inkstone Dripper

摘要: 在经济快速发展的背景下，传统文化视觉符号正逐步成为文创产品开发与电商运营中的重要资源。本文以东晋时期鎏金异兽衔杯砚滴为研究对象，从器物的造型与符号内涵出发，分析其在现代设计中的可转化性，剖析其在电商平台中的传播机制，并结合品牌联名、电商运营与市场变现等提出实现路径。研究认为，传统文物视觉元素的再利用，不仅拓展了传统文化的传播，也为电商语境下的文创开发提供了可持续的价值范本。

Abstract: Against the backdrop of rapid economic development, traditional cultural visual symbols are increasingly becoming valuable resources for cultural and creative product development and e-commerce operations. This paper takes the Gilded Mythical Beast Inkstone Dripper from the Eastern Jin dynasty as a case study, examining its form and symbolic meaning, exploring its potential for transfor-mation in contemporary design, and analyzing its visual dissemination mechanisms on e-commerce platforms. Furthermore, the paper proposes practical strategies involving brand co-branding, e-commerce operation, and market monetization. The study argues that the reinterpretation and reuse of traditional cultural visual elements not only broaden the channels for cultural transmission but also provide a sustainable model for cultural IP development within the digital commerce context.