电子商务视角下安顺地戏的存续困境与传承路径研究

Research on Survival Dilemmas and Inheritance Paths of Anshun Dixi from E-Commerce Perspective

摘要: 安顺地戏作为国家级非物质文化遗产，是贵州安顺地区多元文化深度融合的产物，具有演出形式独特等文化特征，兼具历史文化、艺术教育等多元当代价值。研究以电子商务发展为研究视角，以文化价值链模型与数字媒体生态理论为分析框架，系统分析安顺地戏在当代存续中的核心困境，研究表明安顺地戏面临传承主体数字技术应用能力不足与代际传承断层等问题。针对上述问题，研究提出依托电子商务渠道推动地戏文化资源向市场化产品转化，培育地戏社群以激发内生传承动力等优化策略，旨在为非遗文化与电子商务经济的深度融合提供理论参考，助力安顺地戏实现活态传承与可持续发展。

Abstract: As a national intangible cultural heritage, Anshun Dixi represents a profound integration of diverse cultural elements in the Anshun region of Guizhou Province. It is characterized by its distinctive performance style and embodies multiple contemporary values, including historical, cultural, and artistic educational significance. From the perspective of e-commerce development, this study employs the cultural value chain model and digital media ecology theory as analytical frameworks to systematically examine the core challenges facing Anshun Dixi in its contemporary preservation. The research reveals that Anshun Dixi confronts issues such as insufficient digital technology application skills among its inheritors and a generational gap in transmission. In response to these challenges, the study proposes optimization strategies, including leveraging e-commerce channels to transform Dixi cultural resources into marketable products, and fostering Dixi communities to stimulate endogenous motivation for transmission. These strategies aim to provide theoretical insights for the deep integration of intangible cultural heritage and e-commerce, thereby facilitating the living heritage and sustainable development of Anshun Dixi.