网络营销视角下古街商业化的平衡机制研究——实证分析与赋能路径

Research on the Balancing Mechanism of Commercialization in Ancient Streets from the Perspective of Network Marketing—Empirical Analysis and Enabling Pathways

摘要: 当今现代化建筑层出不穷，许多历史古建筑等非物质文化遗产在经济建设中遭遇不同程度的破坏。数字经济背景下，网络营销为平衡古街文化保护与商业增收矛盾提供了可行路径。安庆老城区建城历史已有800多年，存在大量古遗迹。然而，在多元新业态兴起的背景下，承载传统历史文化记忆的特色古遗迹日渐凋敝，浓厚的商业化气息在逐渐瓦解传统的记忆。本次调查以安庆倒扒狮古街为对象进行深入探究，通过结构方程模型(SEM)量化分析古街发展核心影响因素，研究结果证实，文化体现程度、外部性和内部性均对过度商业化有正向影响，而过度商业化进一步正向阻碍古街可持续发展；网络营销可通过精准引流、文化数字化传播、线上线下协同三大路径，负向调节外部性对过度商业化的盲目驱动，同时将文化体现程度转化为差异化商业价值，构建“文化保护–流量转化–商业增收”的平衡机制。

Abstract: In the contemporary era marked by the proliferation of modern architecture, many historical ancient buildings and other forms of intangible cultural heritage have suffered varying degrees of damage during economic development. Against the backdrop of the digital economy, online marketing provides a feasible path to balance the contradiction between the cultural protection of the ancient street and the increase of commercial revenue. The old urban area of Anqing boasts a history of over 800 years and contains a wealth of ancient relics. However, amid the rise of diverse new business formats, distinctive ancient relics that carry traditional historical and cultural memories are gradually declining, while an intense atmosphere of commercialization is eroding these traditional memories. This investigation takes Daopashi Ancient Street in Anqing as a case study for in-depth exploration. Using a Structural Equation Model (SEM) to quantitatively analyze the core influencing factors in the development of ancient streets, the research findings confirm that the degree of cultural manifestation, externality, and internality all exert a positive influence on over-commercialization, which in turn positively hinders the sustainable development of ancient streets. Online marketing can negatively moderate the blind drive of externality toward over-commercialization through three key pathways: precise customer attraction, digital dissemination of culture, and online-offline collaboration. Simultaneously, it transforms the degree of cultural manifestation into differentiated commercial value, thereby establishing a balanced mechanism of “cultural protection-traffic conversion-commercial revenue increase”.