民俗类非遗文化的电商化途径研究——以太平泥叫叫为例

Research on the E-Commerce Approach of Folk Intangible Cultural Heritage—Taking Taiping Ni Jiaojiao as an Example

摘要: 本文以江苏省镇江市省级非物质文化遗产“太平泥叫叫”为研究对象，探讨民俗类非物质文化遗产在当代社会中的电商化途径与发展策略。通过分析太平泥叫叫的历史渊源、文化价值、电商化理论基础，结合其当前电商化发展现状与存在问题，从产品创新、传播渠道、多主体协同等角度提出电商化优化策略，旨在为民俗类非遗项目的现代化传承与可持续发展提供理论参考和实践指导。

Abstract: This article takes the provincial intangible cultural heritage of Zhenjiang City, Jiangsu Province, “Taiping Ni Jiaojiao” as the research object, exploring the e-commerce development approaches and strategies of folk intangible cultural heritage in contemporary society. By analyzing the historical origins, cultural value, and theoretical foundation of e-commerce for Taiping Ni Jiaojiao, and combining this with its current e-commerce development status and existing problems, the study proposes optimization strategies from the perspectives of product innovation, communication channels, and multi-stakeholder collaboration. The aim is to provide theoretical references and practical guidance for the modern inheritance and sustainable development of folk intangible cultural heritage projects.