电商赋能下贵州苗族蜡染技艺传承与文化再生路径研究

Research on the Inheritance and Cultural Regeneration Path of Guizhou Miao Batik Craft under E-Commerce Empowerment

摘要: 贵州苗族蜡染是我国国家级非物质文化遗产，承载着苗族的历史记忆与文化基因。在现代工业与多元文化冲击下，其传承曾面临传承人断层、市场竞争力弱等困境。近年来，随着电子商务的蓬勃发展，线上渠道为苗族蜡染提供了新的发展机遇。本文结合电商发展特点，分析贵州苗族蜡染在电商化发展中的现状与问题，从产品开发、渠道运营、品牌建设、文化传播等不同的维度，探索电商赋能下贵州苗族蜡染技艺传承与文化再生的有效路径，旨在推动苗族蜡染实现“文化价值”与“商业价值”的双重转化，助力非遗文化活态传承。

Abstract: Guizhou Miao batik is a national-level intangible cultural heritage in China, carrying the historical memories and cultural genes of the Miao people. Under the impact of modern industry and multiculturalism, its inheritance once faced dilemmas such as the shortage of inheritors and weak market competitiveness. In recent years, with the vigorous development of e-commerce, online channels have provided new development opportunities for Miao batik. Combining the characteristics of e-commerce development, this paper analyzes the current situation and problems of Guizhou Miao batik in the process of e-commerce development, and explores effective paths for the inheritance and cultural regeneration of Guizhou Miao batik craft under e-commerce empowerment from the dimensions of product development, channel operation, brand building, and cultural communication. The purpose is to promote the dual transformation of Miao batik’s “cultural value” and “commercial value” and assist the living inheritance of intangible cultural heritage.