非物质文化遗产的电商化实践：以艾德莱丝绸为例的活态传承与商业创新

E-Commerce Practice of Intangible Cultural Heritage: A Case Study of Living Inheritance and Commercial Innovation of Atlas Silk

摘要: 本文以国家级非物质文化遗产新疆艾德莱丝绸为研究对象，系统探讨其电商化实践中的活态传承路径与商业创新机制。研究基于“生产性保护”理论，构建“产品–营销–技术–产业”四维分析框架，揭示艾德莱丝绸通过产品创新(传统纹样的现代转译与功能拓展)、营销革新(文化叙事与直播赋能)、技术赋能(数字化存档与区块链溯源)及产业协同(“非遗工坊 + 合作社 + 电商”生态重构)实现文化价值与市场价值统一的过程。研究发现，电商化并非对非遗本真性的消解，而是通过数字技术激活传承主体、重构生产关系、拓展文化应用场景的“活态传承”新模式。本文为非遗可持续发展提供理论支持与实践范式，亦为乡村振兴背景下的文化产业升级提供参考。

Abstract: This study takes Xinjiang Atlas Silk, a national intangible cultural heritage, as the research object to systematically explore the dynamic inheritance paths and commercial innovation mechanisms in its e-commerce practice. Based on the theory of “productive protection”, it constructs a “product-marketing-technology-industry” four-dimensional analytical framework, revealing how Atlas Silk unifies cultural and market value through product innovation (modern adaptation and functional expansion of traditional patterns), marketing innovation (cultural narrative and live-streaming empowerment), technological empowerment (digital archiving and blockchain-based traceability), and industrial collaboration (ecological reconstruction of “intangible cultural heritage workshops + cooperatives + e-commerce”). The research finds that e-commerce does not diminish the authenticity of intangible cultural heritage; instead, it represents a new model of “dynamic inheritance” that activates inheritance subjects, reconstructs production relations, and expands cultural application scenarios through digital technology. This study provides theoretical support and practical paradigms for the sustainable development of intangible cultural heritage and offers reference for cultural industry upgrading in the context of rural revitalization.