数字赋能下国画艺术的电子商务发展路径研究——以“衔青文房”工作室实践为例

Research on the E-Commerce Development Path of Traditional Chinese Painting Art under Digital Empowerment—Taking the Practice of “Xianqing Wenfang” Studio as an Example

摘要: 数字化时代，传统国画面临传播圈层固化、商业变现单一的困境，电子商务成为破解难题的有效路径。本文围绕国画艺术电商化转型，结合其文化内涵、创作稀缺性等特质与电商精准传播、长尾市场优势，聚焦原作、高端复制品及平价文创衍生品的传播痛点与转化瓶颈。研究结合数字营销、平台经济等理论，运用案例研究、文献研究等方法，解析国画与电商的融合逻辑，并以“衔青文房”学生工作室为实践样本，剖析其电商运营经验与问题。核心结论为：国画电商需构建“艺术价值保留–技术赋能传播–模式适配创新–服务体系支撑”的协同发展框架。本研究创新点在于立足青年创作者视角，通过微观实践验证发展路径，为传统艺术青年化传承与电商化转型提供实证参考与理论支撑。

Abstract: In the digital era, traditional Chinese painting (Guohua) is confronted with dilemmas such as solidified communication circles and a single commercial monetization model. E-commerce has emerged as an effective solution to these challenges. Focusing on the e-commerce transformation of Guohua art, this paper combines the art’s inherent characteristics (e.g., cultural connotations, scarcity of creation) with the advantages of e-commerce (e.g., precision communication, long-tail market). It addresses the communication pain points and conversion bottlenecks of original Guohua works, high-end reproductions, and affordable cultural and creative derivatives. Based on theories of digital marketing and platform economy, the study employs case study and literature research methods to analyze the integration logic between Guohua and e-commerce. Taking the student-led “Xianqing Wenfang” Studio as a practical sample, it examines the studio’s e-commerce operation experience and existing problems. The core conclusion is that Guohua e-commerce needs to construct a synergistic development framework of “artistic value preservation-technology-empowered communication-model adaptation and innovation-service system support.” The innovation of this research lies in its perspective of young creators, verifying the development path through micro-practice, and providing empirical reference and theoretical support for the youth-oriented inheritance and e-commerce transformation of traditional art.