AIGC与形状文法协同驱动下的非遗电商化设计路径研究——以靖江非遗竹编为例

Research on the Design Path of Intangible Cultural Heritage E-Commerce Driven by AIGC and Shape Grammar—Taking Jingjiang Intangible Cultural Heritage Bamboo Weaving as an Example

摘要: 随着电子商务的快速发展与消费升级，非遗产品的线上转化与品牌化运营成为文化消费的新热点。然而，传统靖江竹编在电商转型过程中面临“产品同质化、文化叙事薄弱、设计效率低下、用户体验单一”等现实困境。本研究基于电商用户需求与消费场景，提出“AIGC-形状文法”协同驱动的非遗电商化设计路径。通过形状文法对靖江竹编的编织结构、纹样语义与文化基因进行系统解码与规则化建模，构建可数字化传承的“文化基因库”；结合AIGC技术实现竹编纹样的智能生成、风格化演绎与多场景适配，提升设计效率与市场响应能力；并通过人机协同的评价与迭代机制，保障文化真实性与审美现代性的统一。研究进一步探讨了该路径在电商平台的产品开发、内容生成、用户体验与品牌构建中的应用价值，为非遗类产品在数字消费时代的电商化转型提供了理论支持与实践范式。

Abstract: With the rapid development of e-commerce and the upgrading of consumption, the online transformation and brand operation of intangible cultural heritage products have become new hotspots in cultural consumption. However, traditional Jingjiang bamboo weaving faces practical difficulties such as “product homogenization, weak cultural narrative, low design efficiency, and monotonous user experience” during its e-commerce transformation. This study proposes an e-commerce design path for intangible cultural heritage driven by the collaboration of “AIGC-shape grammar” based on the demands of e-commerce users and consumption scenarios. Through shape grammar, the weaving structure, pattern semantics, and cultural genes of Jingjiang bamboo weaving are systematically decoded and modeled into rules, constructing a “cultural gene bank” that can be digitally inherited. Combined with AIGC technology, it realizes the intelligent generation, stylized interpretation, and multi-scenario adaptation of bamboo weaving patterns, enhancing design efficiency and market response capabilities. Moreover, through a human-machine collaborative evaluation and iteration mechanism, it ensures the unity of cultural authenticity and aesthetic modernity. The study further explores the application value of this path in product development, content generation, user experience, and brand building on e-commerce platforms, providing theoretical support and practical paradigms for the e-commerce transformation of intangible cultural heritage products in the digital consumption era.