价值共创视角下非遗品牌电商营销能力提升的模式、动因与策略

The Models, Motivations and Strategies for Enhancing the E-Commerce Marketing Capabilities of Intangible Cultural Heritage Brands from the Perspective of Value Co-Creation

摘要: 非遗生产性保护是激发其生命力的关键，而电商营销作为连接非遗与现代消费市场的重要桥梁，对实现非遗品牌价值转化具有重要作用。本文基于价值共创理论，并结合案例，分析非遗品牌在电商环境下的价值共创主体与互动机制，构建非遗品牌电商营销能力提升的价值共创模型。研究提出，非遗品牌价值由消费者价值、企业价值与社会价值共同构成，并进一步从内容电商化、社交电商驱动、数据化运营、线上线下融合四个方面，提出非遗品牌电商营销能力提升的具体策略。

Abstract: Productive protection of intangible cultural heritage is essential for revitalizing its vitality. E-commerce marketing serves as a critical bridge connecting intangible cultural heritage with the modern consumer market, playing a significant role in realizing the value transformation of intangible cultural heritage brands. From the perspective of value co-creation, this article analyzes the main participants and interaction mechanisms of intangible cultural heritage brand value co-creation in the e-commerce context, and establishes a value co-creation model for enhancing the e-commerce marketing capability of intangible cultural heritage brands. The study proposes that the brand value of intangible cultural heritage consists of consumer-based value, enterprise-based value, and society-based value. Finally, strategies for improving the e-commerce marketing of intangible cultural heritage brands are proposed from four aspects: content e-commerce, social commerce-driven strategies, data-driven operations, and online-to-offline integration.