网红文物驱动文化消费的电商转化路径研究——以贵州省博物馆为例

Research on the E-Commerce Conversion Path Driven by Viral Cultural Relics—A Case Study of the Guizhou Provincial Museum

摘要: 本文聚焦网红文物驱动文化消费的电商转化路径，以贵州省博物馆为案例探讨文化机构数字化转型的核心问题。当前博物馆新媒体营销普遍存在内容传播与电商销售割裂、文创产品同质化、消费体验不足等困境。研究基于SOR模型构建“社交媒体内容刺激–消费者情感认知–购买行为反应”的理论框架，剖析甘肃博物馆马踏飞燕玩偶、故宫文创等案例的转化策略，发现成功转化依赖于IP价值挖掘、短链消费生态构建及沉浸式体验设计。针对贵州省博物馆资源特性，提出围绕苗族银饰、傩戏面具等特色文物打造电商导向IP矩阵，通过直播带货、平台大促联动、数据驱动选品等方式打通“即看即买”转化路径，为文化机构实现流量变现与可持续发展提供实践参考。

Abstract: This study focuses on the e-commerce conversion path driven by viral cultural relics, using the Guizhou Provincial Museum as a case study to explore core issues in the digital transformation of cultural institutions. Current new media marketing in museums often faces challenges such as the disconnection between content dissemination and e-commerce sales, homogenization of cultural and creative products, and insufficient consumer experiences. Based on the Stimulus-Organism-Response (SOR) model, this research constructs a theoretical framework of “social media content stimulus-consumer emotional cognition-purchasing behavior response” to analyze the conversion strategies of cases like the Gansu Provincial Museum’s “Galloping Horse Treading on a Flying Swallow” doll and the Palace Museum’s cultural creations. It finds that successful conversion relies on IP value mining, the construction of short-chain consumption ecosystems, and immersive experience design. Targeting the resource characteristics of the Guizhou Provincial Museum, the study proposes building an e-commerce-oriented IP matrix around distinctive relics such as Miao silver ornaments and Nuo opera masks. Strategies like live-stream shopping, coordinated platform promotions, and data-driven product selection are suggested to open up/facilitate a “see-now-buy-now” conversion path. This provides practical references for cultural institutions to achieve traffic monetization and sustainable development.