非遗书法技艺的电商化活态传承路径研究——以“龙泉青瓷手书刻绘”的社群化运营为例

Research on the Path of E-Commerce-Based Living Inheritance of Intangible Cultural Heritage Calligraphy Skills—Taking the Community-Based Operation of “Longquan Celadon Handwriting and Carving” as an Example

摘要: 非物质文化遗产的传承范式在数字文化背景下正经历着从静态保护向“活态传承”的深刻转型，其独特的审美意蕴与身体实践性面临着文化内涵被消解、传承主体被边缘化、用户体验肤浅化等核心困境。本文以龙泉青瓷手书刻绘技艺为研究对象，突破“技术工具论”的局限，引入“价值共创”的理论框架，深入剖析这项技艺如何通过社群化运营，构建起一条有效的活态传承路径。研究表明龙泉青瓷手书刻绘的实践，以“内容共创–体验共创–文化共创”的三阶跃迁机制，将消费者从被动的购买者转化为主动的文化参与者与传承共建者，实现技艺核心价值(“以刀代笔”的笔意表达)在数字空间的转译与增殖。本文构建非遗书法技艺“传承人KOL化–跨界协作–社群共振”模型，提供电商生态的理论参照与实践启示，实现统一文化主体性与商业可持续性。

Abstract: The paradigm of Intangible Cultural Heritage transmission is shifting from static preservation to living inheritance within the digital context. This evolution, however, faces critical challenges including the erosion of cultural significance, marginalization of inheritors, and superficial user engagement. Taking Longquan Celadon’s hand-engraving art as a case study, this research transcends the conventional “technological instrumentalism” approach by applying a “value co-creation” lens to examine how community-based models can establish viable pathways for sustaining living traditions. Findings reveal that the engraving practice facilitates a three-stage evolution—advancing from content co-creation to experiential co-creation and ultimately cultural co-creation. This mechanism transforms consumers from passive purchasers into engaged cultural participants and co-inheritors, allowing the core aesthetic of “Carving-as-Brushwork” expression to be meaningfully translated and enriched in digital environments. A transmission model characterized by “KOL-fication of Inheritors, Cross-boundary Synergy, and Community Resonance” is proposed. The study offers theoretical and practical insights for e-commerce ecosystems, presenting an integrated approach that maintains cultural authenticity while ensuring sustainable commercial practice.