非遗艺术品的电商化传承困境与策略探析——以景德镇瓷绘《西厢记》为例

An Analysis of the Predicaments and Strategies for the E-Commerce-Based Inheritance of Intangible Cultural Heritage Artworks—A Case Study of Jingdezhen Porcelain Painting of The Romance of the West Chamber

摘要: 本研究以景德镇瓷绘《西厢记》为例，深入探讨了非遗艺术品在电商化传承过程中面临的困境与挑战。研究指出，遗落的电商化转型并非简单的技术应用，而是一场文化内涵、传承主体与用户体验三者间的核心博弈。主要困境包括：瓷绘标准化艺术的文化内涵与电商逻辑的对接、传统传承人与数字技术的展示，以及线上与技艺本体“具身性”体验的割裂。为解决这些问题，本文提出了“文化–社会–技术”三大一体的重构逻辑：通过升维将商品转化为文化IP、构建开放的跨界传承，以及运用创新技术实现场景化渗透，从而在数字生态中打造非遗技艺的价值。研究强调，非遗的数字化生存必须回归文化本体性创新，以确保其在商业化进程中的“活态”进程。

Abstract: This study, taking Jingdezhen porcelain painting of The Romance of the West Chamber as a case, delves into the dilemmas and challenges faced by intangible cultural heritage (ICH) in the process of e-commerce-driven inheritance. The research points out that the e-commerce transformation of ICH is not a simple application of technology, but a profound game among cultural connotation, inheritors, and user experience. The main dilemmas include: the conflict between the cultural essence of porcelain painting and the standardized commercial logic of e-commerce, the adaptation difficulties of traditional inheritors to digital technology, and the fragmentation between online displays and the “embodied” experience of the craftsmanship itself. To address these issues, this paper proposes an integrated “culture-society-technology” reconstruction logic: transforming products into cultural IPs through content upgrading, building an open, cross-sectoral community of inheritors, and leveraging innovative technologies for contextualized penetration. The study emphasizes that the digital survival of ICH must return to cultural-centric innovation to ensure its “living” continuity in the commercialization process.