基于社交电商平台的非遗蜡染市场营销认知研究

Study on Market Perceptions of Intangible Cultural Heritage (ICH) Batik Based on Social E-Commerce Platforms

摘要: 本研究旨在探究蜡染工艺在当代时尚服饰中的应用现状及市场接受度，以推动非遗活态传承与传统工艺和现代产业协同发展。采用混合研究方法，包括文献研究、文本挖掘、线下访谈和问卷调查，对小红书平台数据进行情感分析和LDA主题模型处理，线下访谈文创店相关人员，并对1149份有效问卷进行统计分析，运用有序Logistic回归模型深入剖析数据。结果表明，消费者对蜡染服饰文化价值认同度高，购买意愿较强，但价格和对非遗文创产品认知不足是主要购买障碍，市场接受度受产品设计创新性、价格敏感性、营销渠道适配性显著影响。基于此，建议设计师平衡传统与现代审美，产商开发差异化产品线，企业强化品牌IP建设，政府完善传承人培养机制、加强知识产权保护并推动产学研合作。

Abstract: This study aims to investigate the current application and market acceptance of batik craftsmanship in contemporary fashion apparel, with the objective of promoting the living inheritance of this intangible cultural heritage (ICH) and fostering the integrated development of traditional craftsmanship and modern industries. A mixed-methods research approach is employed, encompassing literature review, text mining, offline interviews, and questionnaire surveys. Data from the rednote platform underwent sentiment analysis and Latent Dirichlet Allocation (LDA) topic modeling; relevant staff from cultural and creative stores were interviewed offline; and statistical analysis was performed on 1149 valid questionnaires, utilizing an ordinal Logistic regression model for in-depth data examination. The results reveal that consumers exhibit a high level of identification with the cultural value of batik apparel and demonstrate considerable purchase intention. However, price and insufficient awareness of ICH cultural and creative products are identified as primary barriers to purchase. Market acceptance is significantly influenced by the innovativeness of product design, price sensitivity, and the suitability of marketing channels. Based on these findings, recommendations are proposed: designers should strike a balance between traditional and modern aesthetics; manufacturers should develop differentiated product lines; enterprises should strengthen brand IP construction; and the government should improve the training mechanism for inheritors, enhance intellectual property protection, and facilitate industry-university-research collaboration.