云南少数民族文化IP视角下数字媒体在农村电商品牌塑造中的应用研究——以普洱茶、鲜花饼产业为例

Study on the Application of Digital Media in Rural E-Commerce Branding from the Perspective of Yunnan Minority Cultural IP—Taking Pu’er Tea and Flower Cake Industry as Examples

摘要: 在数字经济与乡村振兴深度融合背景下，云南少数民族文化作为独特地域资源，为农村电商品牌塑造提供核心支撑。本文以普洱茶、鲜花饼产业为研究对象，引入符号互动理论与品牌社群理论构建分析框架，运用文献研究、案例分析及图表数据分析方法，梳理少数民族文化IP的符号类型与编码特征，剖析数字媒体在IP符号传播、解码及品牌社群构建中的作用机制，构建“文化IP符号–数字媒体传播–品牌社群–品牌价值”传导模型。研究发现，数字媒体通过多元载体实现文化IP符号的可视化呈现与互动传播，有效提升品牌辨识度与用户粘性，但仍面临IP符号开发同质化、传播精准度不足、产业链协同薄弱及文化商业化异化等问题。据此，本文提出强化IP符号差异化编码、优化数字媒体传播矩阵、构建“文化–电商–产业”协同体系等对策，为相关品牌依托文化IP实现高质量发展提供理论与实践参考。

Abstract: Under the background of the deep integration of digital economy and rural revitalisation, Yunnan minority culture, as a unique regional resource, provides core support for rural e-commerce branding. Taking Pu’er tea and flower cake industry as the research objects, this paper introduces symbolic interaction theory and brand community theory to construct an analytical framework. Using literature research, case study and chart data analysis methods, it sorts out the symbol types and coding characteristics of minority cultural IP, analyses the mechanism of digital media in IP symbol communication, decoding and brand community construction, and builds a transmission model of “cultural IP symbol-digital media communication-brand community-brand value”. The study finds that digital media realizes the visual presentation and interactive communication of cultural IP symbols through multiple carriers, which effectively improves brand recognition and user stickiness. However, it still faces problems such as homogenisation of IP symbol development, insufficient communication accuracy, weak industrial chain synergy and alienation of cultural commercialisation. Based on this, this paper puts forward countermeasures such as strengthening the differentiated coding of IP symbols, optimising the digital media communication matrix, and constructing a synergistic system of “culture-e-commerce-industry”, so as to provide theoretical and practical references for relevant brands to achieve high-quality development relying on cultural IP.