文化消费视角下电商赋能非遗IP的路径研究——以潍坊风筝为例

Research on the Pathways of E-Commerce Empowering Intangible Cultural Heritage IP from the Perspective of Cultural Consumption—A Case Study of Weifang Kites

摘要: 在文化消费转型与数字技术发展的双重背景下，非物质文化遗产如何借助电商机制实现IP化发展已成为重要议题。本文以潍坊风筝为例，基于符号消费、文化资本与体验经济理论，构建“符号–场景–社群”三位一体的电商赋能分析框架，探讨非遗IP在当代消费语境中的价值转化路径。研究提出，非遗IP的可持续发展需通过符号转译重塑文化认同，借助场景重构提升消费体验，并通过社群共创实现流量增值。潍坊风筝的实践表明，电商平台为非遗提供了从文化资源转化为文化资本的有效通道，为同类非遗项目的现代化转型与活态传承提供了参考。

Abstract: Against the dual background of cultural consumption transformation and digital technology development, how Intangible Cultural Heritage (ICH) can leverage e-commerce mechanisms for IP-based development has become a significant topic. Taking Weifang kites as a case study, and grounded in theories of semiotic consumption, cultural capital, and the experience economy, this paper develops a tripartite e-commerce empowerment framework labeled “symbol-scene-community” to investigate the value transformation pathways of ICH IP in the contemporary consumption context. The research argues that the sustainable development of ICH IP requires reshaping cultural identity through symbolic translation, improving consumer experience by scene reconstruction, and achieving value amplification via community co-creation. The practices of Weifang kites indicate that e-commerce platforms offer an effective pathway for transforming cultural resources into cultural capital, providing a reference for the modernization and living inheritance of analogous ICH projects.