县域传统手工艺类非遗的短视频电商营销策略

Marketing Strategies for County-Level Intangible Cultural Heritage of Traditional Handicrafts in Short Video E-Commerce

摘要: 县域传统手工艺类非遗在数字化时代面临“文化价值”难以转化为“商业价值”的困境。短视频电商凭借其内容种草并且即时转化的短链路优势，为破解此困境提供了核心渠道。然而，当前县域非遗的短视频营销普遍存在参与度高但是专业性低的问题，陷入内容同质化、流量盲目化、转化单一化及品牌空白化的实践困境。本文据此提出营销改进策略：在内容上，打造差异化、场景化、故事化的种草内容以激活需求；在流量上，精准撬动免费、付费与活动流量以实现有效触达；在转化上，设计分层产品与优化直播话术以提升客单价与成交率；在品牌上，构建轻量级品牌标识与私域流量池以提升用户忠诚度。研究表明，将“非遗文化价值”与“现代营销逻辑”深度结合，是实现县域非遗在短视频电商时代既“传得开”又“卖得好”的关键路径。

Abstract: In the digital era, traditional handicraft-based intangible cultural heritage (ICH) at the county level faces the dilemma of how to transform “cultural value” into “commercial value”. Short video e-commerce, with its advantage of enabling quick conversion from “content marketing” to immediate sales, provides a core channel to resolve this predicament. However, the current short video marketing of county-level ICH is generally characterized by high participation but low professionalism, leading to practical challenges such as content homogenization, blind traffic acquisition, singular conversion methods, and a lack of brand building. Accordingly, this paper proposes a series of improved marketing strategies: in terms of content, creating differentiated, scenario-based, and storytelling-driven content to stimulate demand; in terms of traffic, precisely leveraging free, paid, and campaign-based traffic to achieve effective reach; in terms of conversion, designing tiered products and optimizing live streaming sales techniques to increase average order value and transaction rates; in terms of branding, establishing lightweight brand identifiers and private traffic pools to enhance customer loyalty. The research indicates that deeply integrating the “cultural value of ICH” with “modern marketing logic” is the key to ensuring that county-level ICH can both “spread widely” and “sell successfully” in the era of short video e-commerce.