依托电商平台的地方文旅IP打造与商业转化研究

Research on the Creation and Commercial Transformation of Local Cultural and Tourism IP Based on E-Commerce Platforms

摘要: 数字经济快速发展背景下，地方文旅IP通过电商平台实现从文化资源向数字资产的有效转化，电商平台为地方文旅IP提供流量聚合与精准营销及数据驱动的商业化基础设施，形成“文化挖掘–IP塑造–平台展示–商业变现”的完整价值链条。地方文旅IP商业转化呈现产品多元化与营销数字化及收益多样化的发展特征，但仍面临文化资源同质化与IP形象差异化不足及商业转化能力有限等制约因素。电商平台驱动文旅IP价值重构的核心机制在于技术赋能及数据洞察以及生态协同的有机统一。

Abstract: Against the backdrop of rapid digital economy development, local cultural and tourism IPs have achieved effective transformation from cultural resources to digital assets through e-commerce platforms. E-commerce platforms provide traffic aggregation, precise marketing, and data-driven commercial infrastructure for local cultural and tourism IPs, forming a complete value chain of “cultural mining - IP shaping - platform display - commercial monetization”. The commercial transformation of local cultural and tourism IPs presents development characteristics of product diversification, marketing digitalization, and revenue diversification, but still faces constraints such as cultural resource homogenization, insufficient differentiation of IP image, and limited commercial transformation capability. The core mechanism driving the value reconstruction of cultural and tourism IPs through e-commerce platforms lies in the organic unity of technological empowerment, data insights, and ecological collaboration.