电商背景下非遗活化与营销推广路径研究——以肥东洋蛇灯为例

E-Commerce Background Research on the Activation and Marketing Promotion Path of Intangible Cultural Heritage—A Case Study of Feidong Yangshe Lantern

摘要: 数字经济时代为非物质文化遗产的传承与活化提供了新的路径与机遇。本研究聚焦电商背景下县域非物质文化遗产的活态传承与可持续发展，以安徽省肥东县国家级非遗“洋蛇灯”为研究对象，系统剖析其文化内涵、传播现状及电商运营困境。研究发现，当前“洋蛇灯”在电商传播中存在内容叙事浅层化、品牌认知模糊、数字化基础薄弱、产品创新滞后、产业链不完善等问题。基于此，构建了以“内容深度化叙事、全渠道数字化营销、产品与品牌创新、数字化能力建设”为核心的“四位一体”电商活化路径模型。本研究为“洋蛇灯”等县域非遗项目构建可持续的传承与推广机制提供了理论依据和实践建议，也为同类非遗项目的电商化转型提供参考。

Abstract: The digital economy era has provided new paths and opportunities for the inheritance and activation of intangible cultural heritage (ICH). This research focuses on the living inheritance and sustainable development of county-level intangible cultural heritage in the context of e-commerce, taking the national-level ICH “Yangshe Lantern” in Feidong County, Anhui Province as the research object. Adopting literature research method, field investigation method and case analysis method, it systematically analyzes its cultural connotation, communication status and e-commerce operation dilemmas. The study finds that the current “Yangshe Lantern” has problems such as superficial content narrative, vague brand awareness, weak digital foundation, lagging product innovation and imperfect industrial chain in e-commerce communication. Based on this, a “four-in-one” e-commerce activation path model with “in-depth content narrative, omni-channel digital marketing, product and brand innovation, and digital capability building” as the core is constructed. This research provides theoretical basis and practical suggestions for building a sustainable inheritance and promotion mechanism for county-level ICH projects such as “Yangshe Lantern”, and also provides reference for the e-commerce transformation of similar ICH projects.