AI技术赋能非遗产品在国内电商平台的数字化营销路径研究

Research on Digital Marketing Pathways for Intangible Cultural Heritage Products Empowered by AI Technology on Domestic E-Commerce Platforms

摘要: 处于数字化时代的背景之下，非遗产品保护与传承以及市场拓展面临双重挑战，AI技术与电商平台相互交融，为其数字化营销给出了创新路径，本文重点探讨AI技术赋能非遗产品在国内电商平台的数字化营销实践，先对AI核心技术与非遗产品数字化营销的现状做出概述，研究AI在营销效率、模式以及文化传播方面起到的影响。接着从智能选品暨产品开发、智能营销推广、智能客户服务这三个维度，制定具体的营销路径，同时审视数据安全、文化内涵解读有偏差、复合型人才匮乏等现实难题，同时提出技术革新、人才造就等举措。AI技术能遍及非遗产品营销的全流程，促成文化传承与商业价值的完美融合，为数字时代非遗产业高质量发展提供理论范畴的参考指引。

Abstract: Against the backdrop of the digital age, the protection, inheritance, and market expansion of intangible cultural heritage (ICH) products face dual challenges. The convergence of AI technology and e-commerce platforms offers innovative pathways for their digital marketing. This paper focuses on exploring AI-empowered digital marketing practices for ICH products on domestic e-commerce platforms. It first outlines the core AI technologies and the current state of digital marketing for ICH products, examining AI’s impact on marketing efficiency, models, and cultural dissemination. Subsequently, specific marketing pathways are formulated across three dimensions: intelligent product selection and development, smart marketing promotion, and automated customer service. Concurrently, practical challenges such as data security concerns, potential misinterpretations of cultural connotations, and shortages of multidisciplinary talent are examined. Countermeasures including technological innovation and talent cultivation are proposed. AI technology can permeate the entire marketing process of intangible cultural heritage products, facilitating the seamless integration of cultural preservation and commercial value. This approach provides theoretical guidance for the high-quality development of the intangible cultural heritage industry in the digital era.