文旅电商的数字化发展——网络营销、线上化与数字化融合路径研究

Digital Development of Cultural-Tourism E-Commerce—A Study on the Integration Path of Online Marketing, Online Transformation, and Digitalization

摘要: 在数字经济全面渗透社会经济结构的背景下，文化和旅游产业正经历深层重构，文旅电商成为数字经济与文化消费融合的重要载体。伴随5G、云计算、大数据、人工智能与物联网等技术的成熟，文旅产业的服务供给、内容传播、用户决策与产业协同均呈现出显著的线上化和智能化特征。本文以网络营销、线上化与数字化为关键词，对我国文旅电商的发展现状进行系统分析，包括数字基础设施的深化建设、线上消费模式的形成、智能化体验的场景创新，以及平台经济体系的扩展演进。进一步地，文章从体验经济、内容经济、数据经济和平台经济四个方向阐述文旅电商在新时代背景下的新经济形态生成逻辑。面对快速发展带来的结构性问题，本文指出文旅电商仍面临区域发展不均、文化内容趋同、平台垄断加剧、数据滥用风险提升及弱势群体数字边缘化等挑战。基于这些问题，文章提出从数字基础设施完善、文化内容供给侧改革、平台治理体系优化、数据治理制度建设、全民数字素养提升等方面构建协同治理体系，以促进文旅电商的可持续发展。本文希望为文旅产业数字化变革提供具有理论价值和现实意义的研究参考。

Abstract: Against the backdrop of the digital economy’s deep penetration into the overall socio-economic structure, China’s cultural and tourism industries are undergoing profound transformation. Cultural-tourism e-commerce has become an important medium integrating digital economy and cultural consumption. With the maturation of 5G, cloud computing, big data, artificial intelligence, and the Internet of Things, the supply of tourism services, content dissemination, user decision-making, and industrial collaboration have all shown significant trends toward online and intelligent development. Focusing on the key themes of online marketing, digitalization, and the shift toward online consumption, this paper systematically analyzes the current development of China’s cultural-tourism e-commerce, including the expansion of digital infrastructure, the formation of online consumption patterns, innovations in intelligent experience scenarios, and the evolution of platform-based economic ecosystems. Furthermore, from the perspectives of the experience economy, content economy, data economy, and platform economy, the paper explicates the generative logic of new economic forms within cultural-tourism e-commerce under the new era. In light of the structural challenges emerging amid rapid development, the study identifies persistent issues such as regional development disparities, homogenization of cultural content, intensified platform monopolies, rising risks of data misuse, and the digital marginalization of vulnerable groups. To address these challenges, the paper proposes establishing a coordinated governance system through improvements in digital infrastructure, supply-side reforms in cultural content production, optimization of platform governance mechanisms, strengthening of data governance frameworks, and enhancement of nationwide digital literacy. This study aims to provide theoretical insights and practical implications for the digital transformation of the cultural-tourism industry.