非遗漏粉破圈之道：南太务村市场消费密码与发展潜力调查

The Path to Gaining Wider Recognition for Intangible Cultural Heritage Loufen: A Survey on Market Consumption Drivers and Development Potential of Nantaiwu Village

摘要: 本报告以北京市平谷区南太务村非物质文化遗产“瓢式漏粉”为研究对象，基于514份有效问卷调查与实地调研，系统分析了该传统食品的市场消费特征、产业发展现状及面临的挑战。研究方法涵盖描述性统计、SWOT分析与二元Logistic回归模型，重点探讨消费者的认知层次、购买行为及影响因素。结果显示，非遗漏粉作为承载地方历史记忆与传统技艺的特色食品，虽在现代化与工业化进程中面临生产效率低、传承断层和市场竞争压力，但也因健康饮食理念普及与传统文化关注度提升展现出显著的发展潜力。调查表明，消费者在购买过程中关注口感、制作工艺、价格区间及文化内涵等多重因素，这些维度对其购买决策具有显著影响。在此基础上，报告结合非遗漏粉的传承现状与市场环境，提出针对不同认知层次群体实施差异化营销、拓展线上线下渠道、推动文旅融合以及优化传承与生产体系等建议。整体目标在于实现非遗漏粉文化价值与市场价值的双重提升，助力乡村产业振兴与非物质文化遗产保护。

Abstract: This study focuses on “Gourd Ladle-Style Loufen”—a form of handmade sweet potato vermicelli recognized as an intangible cultural heritage (ICH) in Nantaiwu Village, Pinggu District, Beijing. Drawing on 514 valid survey questionnaires and on-site investigations, it conducts a systematic analysis of the market consumption features, current industrial development status, and existing challenges of this traditional food. The research employs methodologies including descriptive statistics, SWOT analysis, and binary Logistic regression model, with a particular focus on examining consumers’ cognitive levels, purchasing behaviors, and the factors that influence these behaviors. Findings reveal that as a specialty food embodying local historical memories and traditional craftsmanship, ICH Loufen encounters challenges amid modernization and industrialization, such as low production efficiency, gaps in craftsmanship inheritance, and market competition pressures. However, it also demonstrates considerable development potential, driven by the growing popularity of healthy eating concepts and increased public attention to traditional culture. The survey shows that during the purchasing process, consumers consider multiple factors, including taste, production techniques, price ranges, and cultural connotations. These factors exert a significant impact on their purchasing decisions. Based on these insights, and taking into account the current inheritance status and market environment of ICH Loufen, the report proposes several recommendations. These include implementing differentiated marketing strategies for groups with varying cognitive levels, expanding both online and offline distribution channels, promoting the integration of culture and tourism, and optimizing the inheritance and production systems. The overall objective is to enhance both the cultural value and market value of ICH Loufen, thereby contributing to the revitalization of rural industries and the protection of intangible cultural heritage.