网络营销视域下电商经济与人文经济双向赋能的路径研究

Research on the Path of Mutual Empowerment between E-Commerce Economy and Humanistic Economy from the Perspective of Internet Marketing

摘要: 在网络营销深度发展与消费升级双重驱动的时代背景下，电商经济与人文经济融合已成为数字经济高质量发展的重要趋势，网络营销作为数字时代核心营销范式，不仅是二者连接的桥梁，更是赋能的关键载体。本文以人文经济学理论与网络营销理论为支撑，结合案例分析比较研究方法，选择故宫文创和董宇辉“与辉同行”等典型案例分析，系统界定电商经济与人文经济的核心内涵及双向赋能内在逻辑，剖析二者在网络营销作用下互动现状、赋能机制与现实障碍，并提出企业，政府和平台协同保障措施，以期为电商经济突破同质化困境，人文经济实现数字化变现，提供理论参考与实践指引，丰富网络营销视域下电商经济与人文融合发展的研究体系。

Abstract: In the era characterized by the in-depth development of internet marketing and consumption upgrading, the integration of e-commerce economy and humanistic economy has emerged as a significant trend in the high-quality development of the digital economy. Internet marketing, as the core marketing paradigm of the digital age, serves not only as a bridge connecting these two domains but also as a crucial vehicle for empowerment. This study, grounded in humanistic economics and internet marketing theories, employs case analysis and comparative research methods. By examining representative cases such as the Forbidden City Cultural and Creative Industry and Dong Yuhui’s “Journey with Hui”, it systematically defines the core connotations of e-commerce economy and humanistic economy, as well as the intrinsic logic of their mutual empowerment. The research analyzes the current state of interaction, empowerment mechanisms, and practical obstacles between these two economies under the influence of internet marketing. Furthermore, it proposes collaborative safeguard measures involving enterprises, governments, and platforms. The study aims to provide theoretical references and practical guidance for e-commerce economy to break through the homogeneity dilemma and for humanistic economy to achieve digital monetization, thereby enriching the research system of the integrated development of e-commerce economy and humanistic economy from the perspective of internet marketing.