中国油画艺术品电商的本土化创新研究——以深圳“大芬村”为例

A Study on Localised Innovation in China’s Oil Painting Art E-Commerce—Taking Shenzhen’s “Dafen Village” as an Example

摘要: 本文以深圳大芬油画村为案例，深入探讨中国油画艺术品电商在发展过程中的本土化创新路径与机制。研究发现，大芬村通过商业模式重构、营销方式创新与技术融合应用等多维度本土化创新策略，实现了从传统“行画”生产基地向原创油画电商集群的转型。大芬村积极应对艺术品电商特有的真伪鉴定难、品质保障难等信任难题，构建了以版权保护机制、信用评价体系、平台介入保障为核心的多元信任机制。大芬村的实践经验表明，本土化创新是中国油画电商发展的关键动力，其经验为中国油画电商产业的转型升级提供了有益参考。

Abstract: Taking Shenzhen’s Dafen Oil Painting Village as a case study, this paper delves into the pathways and mechanisms of localised innovation within China’s oil painting art e-commerce sector during its development. Research reveals that Dafen Village has achieved its transformation from a traditional “mass-produced paintings” production base to an original oil painting e-commerce cluster through multi-dimensional localised innovation strategies. These encompass business model restructuring, marketing innovation, and the integration of technological applications. Proactively addressing trust challenges inherent to art e-commerce—such as authentication difficulties and quality assurance—Dafen Village established a multi-faceted trust mechanism centred on copyright protection, credit evaluation systems, and platform intervention safeguards. This practical experience demonstrates that localised innovation serves as a pivotal driver for China’s oil painting e-commerce sector, offering valuable insights for the industry’s transformation and upgrading.