“中华优秀传统文化”元素融入电商产品的路径与挑战——以非遗工艺品为例

Pathways and Challenges of Integrating Elements of “Chinese Excellent Traditional Culture” into E-Commerce Products—A Case Study of Intangible Cultural Heritage Handicrafts

摘要: 本文以非遗工艺品为研究对象，探究中华优秀传统文化元素融入电商产品的路径与挑战，为数字经济时代传统文化创新性发展提供借鉴。文中先明确传统文化“生产–生活–认同”三位一体内涵、非遗工艺品的技艺与文化记忆属性，及电商语境下传播渠道线上化、形式故事化、受众参与增强的逻辑变化；继而剖析文化元素从产品设计、品牌塑造、营销传播融入电商的路径；同时指出文化符号表层化、主体权力与利益的再分配、传承人数字能力不足的困境；最后提出以文化价值为核心的产品开发、优化非遗电商治理中的利益再分配机制、提升传承人数字化素养的策略。

Abstract: This paper takes intangible cultural heritage (ICH) handicrafts as the research object to explore the pathways and challenges of integrating elements of Chinese excellent traditional culture into e-commerce products, aiming to provide insights for the innovative development of traditional culture in the digital economy era. The study first clarifies the trinity of “production-life-identity” in traditional culture, the craftsmanship and cultural memory attributes of ICH handicrafts, and the logical transformations in e-commerce contexts, including the digitization of dissemination channels, the narrative structuring of presentation forms, and the enhanced audience engagement. It then analyzes the pathways through which cultural elements are incorporated into e-commerce via product design, brand building, and marketing communication. At the same time, it identifies challenges such as the superficialization of cultural symbols, distortion due to standardization of craftsmanship, and insufficient digital capabilities of inheritors. Finally, the paper proposes strategies centered on cultural value-driven product development, the enhancement of inheritors’ competencies, and a coordinated approach involving government, platforms, and society.