电商经济赋能视角下社会工作助力非遗数字化传承的策略研究

A Study on Strategies for Social Work to Facilitate the Digital Inheritance of Intangible Cultural Heritage from the Perspective of E-Commerce Empowerment

摘要: 非物质文化遗产是中华优秀传统文化的核心载体，数字化传承已成为非遗活态发展的必然趋势。电商平台通过技术、市场、传播三重赋能，为非遗对接现代社会提供了重要路径，但仍面临传承主体数字素养不足、文化传播失真、资源整合缺位、受众参与浅层化等深层困境。社会工作凭借资源链接、服务协同与群体赋能的专业优势，与非遗数字化传承需求高度契合。本研究立足电商经济赋能视角，从技术赋能提升传承主体运营能力、资源赋能构建多元协同体系、生态赋能优化传承发展环境三个维度，构建社会工作助力非遗数字化传承的实践策略，为实现非遗文化本真性保护与市场化、社会化协同发展提供可行路径。

Abstract: Intangible cultural heritage (ICH) serves as a core vehicle of China’s outstanding traditional culture, and digital inheritance has become an inevitable trend for its living preservation. E-commerce platforms provide a significant pathway for integrating ICH into modern society through threefold empowerment in technology, market access, and communication. However, challenges remain, including insufficient digital literacy among inheritors, distortion in cultural transmission, lack of resource integration, and superficial public participation. With professional strengths in resource linkage, service coordination, and community empowerment, social work aligns closely with the demands of ICH digital inheritance. From the perspective of e-commerce economic empowerment, this study proposes a practice strategy for social work to facilitate digital inheritance of ICH across three dimensions: enhancing operational capabilities of inheritors through technical empowerment, building multi-stakeholder collaboration through resource empowerment, and optimizing the developmental environment through ecological empowerment. This approach offers a feasible path for preserving ICH’s authenticity while promoting its market-oriented and socially integrated development.