数字经济背景下艺术产业的“平台化”转型

The “Platformization” Transformation of the Art Industry in the Context of Digital Economy

摘要: 在数字经济高速发展的时代背景下，艺术产业传统商业模式面临消费场景局限、交易效率低下、受众覆盖面窄等突出问题，“平台化”转型成为其实现数字化升级的核心路径。本文以艺术品电商平台为研究对象，系统梳理数字经济对艺术产业“平台化”转型的技术、需求与政策驱动机制，深入剖析艺术品电商平台在价值主张、盈利模式、渠道通路等维度的创新实践，总结平台发展中存在的信任机制不完善、盈利可持续性不足等问题。研究发现，数字经济通过降低交易成本、拓展消费场景，推动艺术品电商平台从单一交易中介向全链条艺术服务平台转型，但仍需通过构建双重信任机制、拓展多元化盈利渠道、平衡艺术与商业价值等策略优化商业模式。本文研究成果可为艺术品电商平台创新发展提供实践路径，也为传统艺术机构“平台化”转型提供参考，助力艺术产业在数字经济浪潮中实现高质量可持续发展。

Abstract: Against the backdrop of the rapid development of the digital economy, the traditional business model of the art industry faces significant challenges such as limited consumer scenarios, low transaction efficiency, and narrow audience coverage. The “platform-based” transformation has become the core path for the industry to break through its development bottlenecks and achieve digital upgrading. This paper takes art platform e-commerce as the research subject, systematically reviews the technological, demand, and policy-driven mechanisms of the digital economy’s impact on the “platform-based” transformation of the art industry, and provides an in-depth analysis of the innovative practices of art platform e-commerce in terms of value proposition, profit models, and channels. The paper also summarizes the issues related to the incomplete trust mechanism and insufficient profit sustainability in platform development. The research finds that the digital economy promotes the transformation of art platform e-commerce from a single trading intermediary to a comprehensive art service platform by reducing transaction costs and expanding consumer scenarios. However, the industry still needs to optimize its business model through strategies such as establishing a dual trust mechanism, expanding diversified profit channels, and balancing artistic value with commercial value. The research findings can provide practical guidance for the innovation and development of art platform e-commerce, as well as serve as a reference for the “platform-based” transition of traditional art institutions, helping the art industry achieve high-quality sustainable development in the digital economy era.