数字电商驱动非遗手工艺商业价值转化的实践路径研究——以东阳木雕为例

Research on the Practical Paths of Digital E-Commerce Driving the Transformation of Commercial Value of Intangible Cultural Heritage Handicrafts—A Case Study of Dongyang Woodcarving

摘要: 数字电商平台为非物质文化遗产手工艺的商业价值转化提供了重要契机。以东阳木雕为例，其在借助数字电商实现商业价值转化的过程中，仍面临产品真伪难辨、营销同质化突出、消费体验不佳等现实困境。为此，应致力于构建基于电商平台的数字信用体系，实施以内容为核心的数字精准营销策略，并优化全流程一体化的线上消费体验，从而有效打通非遗手工艺与现代消费市场之间的壁垒，推动东阳木雕实现可持续的商业价值转化，也为同类非遗项目的电商化发展提供参考路径。

Abstract: Digital e-commerce platforms offer significant opportunities for transforming the commercial value of intangible cultural heritage crafts. Taking Dongyang wood carving as an example, while leveraging digital e-commerce to realize commercial value transformation, it still faces practical challenges such as difficulty in verifying product authenticity, prominent marketing homogenization, and subpar consumer experiences. Therefore, efforts should focus on establishing a digital credit system based on e-commerce platforms, implementing content-driven digital precision marketing strategies, and optimizing the integrated online consumer experience throughout the entire process. This approach will effectively break down barriers between intangible cultural heritage crafts and the modern consumer market, driving the sustainable commercial value transformation of Dongyang wood carving while providing a reference path for the e-commerce development of similar intangible cultural heritage projects.