基于社交电商的传统文化IP活化路径研究——以苗银文创产品为例

Research on IP Activation Path of Traditional Culture Based on Social E-Commerce—Taking Miao Silver Cultural and Creative Products as an Example

摘要: 在“文化强国”战略与数字经济深度融合的背景下，非物质文化遗产的活态传承面临市场化转型挑战。本文以电子商务专业视角，构建“文化解码–场景适配–用户裂变–价值转化”的社交电商活化路径模型，结合苗银文创产品案例，分析其在社交电商平台(抖音、小红书、微信生态)中的实践策略。研究发现，通过文化叙事创新、分层产品矩阵、平台差异化运营及用户共创机制，可有效破解非遗传承中的“文化价值与市场价值断裂”问题，为同类传统文化IP的活化提供可复制的电商化路径。

Abstract: Under the background of the deep integration of “cultural power” strategy and digital economy, live transmission, an intangible cultural heritage, is facing the challenge of market-oriented transformation. From the perspective of e-commerce, this paper constructs a social e-commerce activation path model of “cultural decoding-scene adaptation-user fission-value transformation”, and analyzes its practical strategies in social e-commerce platforms (TikTok, Xiaohongshu, WeChat Ecology) with the case of Miao Silver Cultural and Creative products. It is found that through cultural narrative innovation, hierarchical product matrix, platform differentiation operation and user co-creation mechanism, the problem of “cultural value and market value fracture” in non-genetic inheritance can be effectively solved, and a reproducible e-commerce path can be provided for the activation of similar traditional cultural IP.