少数民族非遗电商营销创新研究——以维吾尔族英吉沙土陶与小刀为例

Research on the Innovation of E-Commerce Marketing for Intangible Cultural Heritage of Ethnic Minorities—A Case Study of Yingjisha Pottery and Knives of the Uygur Ethnic Group

摘要: 英吉沙土陶与小刀作为维吾尔族的国家级非物质文化遗产，承载着独特的手工技艺与文化记忆。在数字经济与乡村振兴的双重驱动下，二者积极探索“非遗 + 电商”的融合路径，初步构建了以直播带货、培训赋能和场景联动为核心的营销模式。然而，由于运营能力薄弱、产品适配性不足以及品牌协同缺失，其市场潜力尚未得到充分释放。本文基于布迪厄文化资本理论，以“场域–惯习–资本”为核心分析框架，系统梳理英吉沙非遗电商的创新实践，揭示文化符号、叙事逻辑与身份认同在数字营销中的转化机制，并针对现存瓶颈提出“人才–产品–品牌”三位一体的优化路径。该研究不仅为少数民族非遗的活态传承提供了实践范式，也为文化资源的数字化变现提供了理论参考。

Abstract: As national-level intangible cultural heritage (ICH) of the Uyghur ethnic group, Yingjisha pottery and knives embody unique traditional craftsmanship and cultural memories. Driven by the dual forces of the digital economy and rural revitalization, both have actively explored the integrated development path of “ICH + e-commerce”, initially establishing a marketing model centered on live-streaming commerce, training empowerment, and scenario linkage. However, due to weak operational capabilities, insufficient product adaptability, and lack of brand synergy, their market potential has not been fully unleashed. Based on Bourdieu’s cultural capital theory, this paper adopts the “field-habitus-capital” framework as its core analytical tool to systematically sort out the innovative practices of Yingjisha’s ICH e-commerce. It reveals the transformation mechanisms of cultural symbols, narrative logic, and identity recognition in digital marketing, and proposes a “talent-product-brand” trinity optimization path to address existing bottlenecks. This study not only provides a practical paradigm for the living inheritance of ICH among ethnic minorities but also offers theoretical references for the digital monetization of cultural resources.