数字时代下传统古镇的“嵌入式”电商发展模式研究——以云南沙溪古镇为例

Research on the “Embedded” E-Commerce Development Model for Traditional Ancient Towns in the Digital Age—The Case of Shaxi Ancient Town in Yunnan

摘要: 数字时代背景下，传统古镇面临旅游同质化与文化变现困难等挑战，电子商务与文旅产业的深度融合成为突破发展瓶颈的重要路径。本研究以云南沙溪古镇为案例，提出“嵌入式”电商发展模式，旨在探究电子商务如何深度嵌入古镇的地方性肌理，与其文化遗产、社区生活和空间环境协同共生。研究采用实地调研、深度访谈与文献分析等方法，系统剖析沙溪电商发展的阶段特征、动因机制与业态表现。结果表明，“嵌入式”电商通过文化叙事转化、空间场景赋能与业态融合创新，不仅实现了传统产业的价值提升，也为古镇在数字时代的可持续发展提供了创新路径。

Abstract: In the digital era, traditional ancient towns face challenges such as tourism homogenization and difficulties in cultural monetization. The deep integration of e-commerce and the cultural tourism industry has emerged as a crucial pathway to break through these developmental bottlenecks. Taking Yunnan’s Shaxi Ancient Town as a case study, this research proposes an “embedded” e-commerce development model. It aims to explore how e-commerce can deeply embed itself within the local fabric of ancient towns, achieving symbiotic coexistence with their cultural heritage, community life, and spatial environment. Employing field research, in-depth interviews, and online text analysis, this study systematically examines the developmental phases, motivating factors, and business models of Shaxi’s e-commerce evolution. Findings reveal that “embedded” e-commerce—through cultural narrative transformation, spatial scenario empowerment, and business model innovation—not only enhances the value of traditional industries but also charts a sustainable development path for ancient towns in the digital era.