电子商务赋能非物质文化遗产研究——以杨家埠木版年画为例

E-Commerce Empowers the Research of Intangible Cultural Heritage—A Case Study of Yangjiabu Woodblock New Year Pictures

摘要: 本文以杨家埠木版年画为例，分析电子商务在营销渠道革新、产品形态转型、产业生态重构及政策技术赋能四个方面的作用机制，指出电商通过线上线下融合、文创产品开发、产业链整合与数字技术应用，有效拓展年画的市场空间与文化影响力。同时，面对传承与创新的平衡、数字运营能力不足、品牌保护缺失及物流体验局限等挑战，提出应深化数字化转型、优化产品策略、构建品牌矩阵、完善产业链支撑，以实现杨家埠木版年画在数字时代的可持续发展。

Abstract: This paper employs Yangjiabu Woodblock New Year Pictures as a case study to analyze the operational dynamics of e-commerce across four key dimensions: the innovation of marketing channels, the transformation of product forms, the restructuring of the industrial ecosystem, and empowerment through policy and technology. It demonstrates how e-commerce, by facilitating online-to-offline integration, driving the development of cultural and creative products, enabling industrial chain consolidation, and leveraging digital technologies, effectively expands the market presence and cultural influence of this intangible cultural heritage. Furthermore, the paper addresses challenges such as balancing preservation with innovation, deficiencies in digital operational capabilities, insufficient brand protection, and limitations in logistics and user experience. Corresponding strategies are proposed, including advancing digital transformation, refining product strategies, building a diversified brand matrix, and strengthening industrial chain support, to foster the sustainable development of Yangjiabu Woodblock New Year Pictures in the digital era.