电商赋能下的文化产业创新路径研究——以贵州非遗产业发展为例

Research on Innovation Path of Cultural Industry under the Empowerment of E-Commerce—A Case Study of Guizhou’s Intangible Cultural Heritage Industry

摘要: 在“数字中国”与“乡村振兴”战略的时代背景下，非物质文化遗产的保护与传承进入了数字化、市场化的新阶段。贵州作为我国少数民族非遗资源最为丰富的省份之一，其非遗产业与电商的融合发展呈现出独特的创新路径。本文以“黔绣”“丹寨蜡染”等典型案例为研究对象，结合政府文件与权威数据，探讨电商赋能贵州非遗产业的机制、成效与挑战。研究发现，电商不仅重塑了非遗产业链条和传播路径，还推动了文化认同与乡村振兴的协同发展。然而，文化与商业逻辑的张力、产业链条短板、数字鸿沟与知识产权保护不足等问题仍制约着非遗电商的高质量发展。本文提出从文化赋能、数字转型、社会创新与国际化四个维度构建贵州非遗电商的可持续发展路径，以期为非遗保护与文化产业政策提供经验参考。

Abstract: In the context of the “Digital China” and “Rural Revitalization” strategies, the protection and inheritance of intangible cultural heritage have entered a new phase of digitalization and marketization. As one of the provinces with the richest intangible cultural heritage resources among China’s ethnic minorities, Guizhou has demonstrated a unique innovative path in the integrated development of its intangible cultural heritage industry and e-commerce. This paper takes typical cases such as “Qian embroidery” and “Danzhai batik” as research objects, combining government documents and authoritative data to explore the mechanisms, achievements, and challenges of e-commerce empowering Guizhou’s intangible cultural heritage industry. The study finds that e-commerce not only reshapes the industrial chain and dissemination pathways of intangible cultural heritage but also promotes the coordinated development of cultural identity and rural revitalization. However, issues such as the tension between cultural and commercial logic, shortcomings in the industrial chain, the digital divide, and inadequate intellectual property protection still constrain the high-quality development of intangible cultural heritage e-commerce. This paper proposes a sustainable development path for Guizhou’s intangible cultural heritage e-commerce from four dimensions: cultural empowerment, digital transformation, social innovation, and internationalization, aiming to provide empirical references for intangible cultural heritage protection and cultural industry policies.