电子商务平台对艺术品交易方式的促进作用研究——以版画家王华祥为例

Research on the Promotion of E-Commerce Platform to Art Transaction—A Case Study of Printmaker Wang Huaxiang

摘要: 随着数字经济的高速发展，电子商务已全面渗透至社会的各个领域。中国艺术品市场的交易模式也正在经历翻天覆地的变化。本研究以版画家王华祥《贵州人》系列在“荣宝斋在线”的电商实践为个案，构建“价值–场景–信任”三维分析框架，探讨版画艺术电商化转型路径。研究发现，电商平台通过学术叙事与视觉化呈现实现价值重构，借助线上专场与竞价机制完成场景赋能，依托艺术家学术声誉与平台品牌信誉构建双重信任背书，系统性地促进了高端版画的市场转化。研究表明，电子商务通过重构艺术品的价值传递路径，为传统艺术形式开辟了可持续的市场化通道，对艺术行业数字化转型具有重要实践参考价值。

Abstract: With the rapid growth of the digital economy, e-commerce is reshaping transaction models in China’s art market. This study examines the online sales of printmaker Wang Huaxiang’s Guizhou People series on the “Rongbaozhai Online” platform, using a “value-scene-trust” framework to analyze the e-commerce transformation path of print art. Findings reveal that e-commerce platforms reconstruct art value through academic narratives and visual presentation, reshape consumption scenes via online auctions and bidding mechanisms, and establish trust through the dual endorsement of artist reputation and platform credibility. The study concludes that e-commerce provides a sustainable market channel for traditional art forms, offering insights for the art industry’s digital transition.