基于直播电商的非遗定制化产品开发模式与用户共创营销策略研究

Research on the Customized Product Development Model of Intangible Cultural Heritage Based on Live Streaming E-Commerce and User Co-Creation Marketing Strategy

摘要: 随着数字经济的蓬勃发展，直播电商为非物质文化遗产的传承与创新提供了全新路径。直播电商凭借实时互动性、场景化展示等特性，为非物质文化遗产(以下简称“非遗”)的传承创新与市场化发展提供了全新路径。然而，当前我国多数国家级非遗项目存在产品同质化严重、传播范围有限、与现代生活脱节等问题，如何借助直播电商优势，通过定制化开发与用户共创模式激活非遗产品市场价值，成为亟待解决的现实问题。研究构建了三维开发模式与三维用户共创营销策略，以技艺价值分层为基础，针对不同复杂度的非遗品类设计差异化开发路径；以流程标准化为保障，建立生产周期、定制可控性、成本适配性的技艺适配评估体系；以用户需求为导向，实现文化传承与市场转化协同。旨在为非遗传承人及相关企业提供可操作的直播电商运营方案，推动非遗活化与数字化转型，助力非遗文化通过直播电商平台走向大众，实现可持续传承与创新发展。

Abstract: With the vigorous development of the digital economy, live streaming e-commerce provides a new path for the inheritance and innovation of intangible cultural heritage. With its real-time interactivity and scenario-based display, live streaming e-commerce provides a new path for the inheritance, innovation and market-oriented development of intangible cultural heritage (hereinafter referred to as “intangible cultural heritage”). However, at present, most of our country’s national intangible cultural heritage projects have serious product homogenization, limited dissemination scope, and disconnection from modern life. Thus, how to take advantage of the advantages of live streaming e-commerce and activate the market value of intangible cultural heritage products through customized development and user co-creation has become a practical problem that needs to be solved urgently. This paper constructs a three-dimensional development model and three-dimensional user co-creation marketing strategy, and designs differentiated development paths for intangible cultural heritage categories of different complexity based on the stratification of technical value. With process standardization as the guarantee, establish a technical adaptation evaluation system for production cycle, customization controllability, and cost adaptability; guided by user needs, cultural inheritance and market transformation are coordinated. It aims to provide operational live streaming e-commerce operation solutions for intangible cultural heritage inheritors and related enterprises, promote the activation and digital transformation of intangible cultural heritage, and help intangible cultural heritage culture reach the public through live streaming e-commerce platforms to achieve sustainable inheritance and innovative development.