基于文化赋能与国潮复兴视角下抹茶电商对中式创新的融合策略研究

A Study on the Integration Strategy of Matcha E-Commerce with Chinese-Style Innovation from the Perspective of Cultural Empowerment and China-Fashion Revival

摘要: 随着数字经济的发展与消费文化的转型，文化赋能与国潮复兴已成为推动中国新消费的重要动力。抹茶作为一种兼具传统文化意涵与现代健康价值的产品，在电商环境中表现出强大的成长潜力。本文以文化赋能和国潮复兴为理论背景，结合抹茶电商的产业特征与发展环境，系统分析抹茶在中式创新中的融合路径。抹茶电商的中式创新不仅体现在产品、品牌、传播与供应链等层面，更通过文化叙事与社会心理契合推动了新消费生态的形成。基于分析后得到抹茶电商要想在国潮复兴的时代背景下持续发展，应坚持深度文化叙事、强化本土化创新、提升产业链韧性，并积极推动“东方抹茶”的国际化传播。

Abstract: With the development of the digital economy and the transformation of consumer culture, cultural empowerment and the revival of China-fashion have become important drivers for promoting new consumption in China. Matcha, as a product that combines traditional cultural connotations with modern health values, demonstrates strong growth potential in the e-commerce environment. This paper, based on the theoretical background of cultural empowerment and the revival of China-fashion, systematically analyzes the integration path of matcha in Chinese-style innovation by combining its industrial characteristics and developmental environment in e-commerce. The Chinese-style innovation of matcha e-commerce is not only reflected in products, brands, communication, and supply chains, but also promotes the formation of a new consumption ecosystem through cultural narratives and social psychological alignment. Based on the analysis, it is concluded that to achieve sustainable development in the era of China-fashion revival, matcha e-commerce should adhere to deep cultural narratives, strengthen localized innovation, enhance industrial chain resilience, and actively promote the international dissemination of “Oriental Matcha”.