马克思主义劳动价值论视角下非遗产品的电商网络营销策略研究

A Study on E-Commerce Digital Marketing Strategies for Intangible Cultural Heritage Products from the Perspective of Marxist Labor Theory

摘要: 数字经济时代，电子商务既成为非遗产品价值实现的重要场域，也进一步放大了“技艺传承”与“规模市场”之间的结构性张力。本文以马克思主义劳动价值论为核心视角，结合电商平台特征，剖析非遗产品的价值构成与转化逻辑，并提出针对性网络营销策略。研究发现：非遗产品的劳动过程属于“复杂劳动”范畴，其个别劳动时间与社会必要劳动时间的差距是价值实现的核心障碍；电商平台通过“可见度–叙事–互动”三维机制可缩短这一差距，推动非遗产品文化、艺术、经济、社会四维价值形成闭环；围绕“劳动价值可视化”构建的平台布局、内容营销、分层定价与品牌建设策略，能有效解决“高劳动投入–低市场回报”困境。研究提供了实践参考，助力非遗技艺活态传承与市场化协同发展。

Abstract: In the era of the digital economy, e-commerce has become a crucial arena for realizing the value of intangible cultural heritage products, while also amplifying the structural tension between the transmission of craftsmanship and mass market demand. This paper adopts Marxist labor theory of value as the core perspective, integrating the characteristics of e-commerce platforms to analyze the components of value creation and transformation logic of intangible cultural heritage products, and proposes targeted online marketing strategies. The study finds that the labor process involved in intangible heritage products falls within the category of “complex labor”, and the gap between individual labor time and socially necessary labor time constitutes a primary barrier to value realization. E-commerce platforms utilize a three-dimensional mechanism of “visibility-narrative-interaction” to shorten this gap, fostering the formation of a closed-loop that encircles the cultural, artistic, economic, and social values of these products. By constructing platform layouts, content marketing, tiered pricing, and brand building strategies centered on “visualization of labor value”, it is possible to effectively address the dilemma of “high labor input-low market return”. This research offers practical insights to support the vibrant transmission of intangible cultural heritage skills and their collaborative development within markets.