非遗电商化的商业化路径与文化本真性平衡机制研究

Research on the Commercialization Path of Intangible Cultural Heritage through E-Commerce and the Balance Mechanism of Cultural Authenticity

摘要: 本研究探讨非物质文化遗产电商化过程中的商业化路径与文化本真性平衡机制，指出其核心矛盾体现在规模化生产与手工独特性、流量逻辑与文化深度阐释、标准化与地域多样性之间的张力，进而提出应从平台匹配、IP开发与柔性供应链等维度推动价值共创，并借助区块链、VR/AR等技术及制度协同构建本真性守护体系，最终通过多方协同实现非遗电商从“输血”到“造血”的可持续发展，达成文化保护与经济效益的统一。

Abstract: This study explores the commercialization path and cultural authenticity balance mechanism in the process of e-commerce of intangible cultural heritage. It points out that the core contradiction lies in the tension between large-scale production and handmade uniqueness, flow logic and cultural depth interpretation, standardization and regional diversity. Therefore, it is proposed to promote value co-creation from the dimensions of platform matching, IP development and flexible supply chain, and to use blockchain, VR/AR and other technologies and systems to construct an authenticity protection system. Finally, through multi-party collaboration, the sustainable development of intangible cultural heritage e-commerce from “blood transfusion” to “blood making” can be achieved, and the unity of cultural protection and economic benefits can be achieved.