东海水晶雕刻非遗项目的电商化发展路径研究——基于数字经济视角的分析

Research on the E-Commerce Development Path of Donghai Crystal Carving Intangible Cultural Heritage Project—Analysis Based on the Perspective of Digital Economy

摘要: 本文以国家级非物质文化遗产东海水晶雕刻为研究对象，探讨其在数字经济时代的电商化发展路径。通过分析当前水晶雕刻产业的市场现状，结合电子商务理论框架，提出线上线下融合发展的创新模式。研究表明，水晶雕刻产业可通过建立电商平台、完善物流体系、创新营销策略等方式实现转型升级。同时，本文也指出了在电商化过程中面临的标准化缺失、人才短缺等问题，并提出了相应的对策建议。研究认为，东海水晶雕刻的电商化发展不仅有助于非遗项目的活态传承，更能促进地方经济发展，实现文化价值与市场价值的统一。

Abstract: This paper takes the national intangible cultural heritage of Donghai crystal carving as the research object, and discusses its e-commerce development path in the digital economy era. By analyzing the current market situation of the crystal carving industry and combining the e-commerce theoretical framework, an innovative model of online and offline integrated development is proposed. The research shows that the crystal carving industry can achieve transformation and upgrading through the establishment of e-commerce platforms, improvement of logistics systems, and innovation of marketing strategies. Meanwhile, this paper also points out the problems faced in the process of e-commerce, such as lack of standardization and talent shortage, and puts forward corresponding countermeasures and suggestions. The research believes that the e-commerce development of Donghai crystal carving not only helps the living inheritance of intangible cultural heritage projects, but also promotes local economic development, realizing the unity of cultural value and market value.