全域电商视域下的传统园林IP价值重构与产业链延伸策略

Value Reconstruction of Traditional Garden IP and Industrial Chain Extension Strategy from the Perspective of Omnichannel E-Commerce

摘要: 当前，传统园林面临体验单一、与年轻客群脱节等困境。全域电商作为整合了内容、社交、商业与体验的生态体系，为破解此困境提供了新路径。本文旨在探讨全域电商如何驱动传统园林IP完成从文化资源到生活美学品牌的价值重构。论文构建了“IP-内容–体验”价值环流模型，系统阐述了以内容构建引力、以体验深化关系、以IP衍生品实现商业闭环，并最终反哺IP文化内涵的赋能路径，为传统文旅IP的电商化转型提供可行范式。并通过实际案例论述可行性，最后进行总结和展望。

Abstract: Currently, traditional gardens are confronted with dilemmas such as a single-dimensional experience and disconnection from young audiences. As an ecological system integrating content, social interaction, commerce, and experience, omnichannel e-commerce provides a new path to address these challenges. This paper aims to explore how omnichannel e-commerce drives the value reconstruction of traditional garden IP from “cultural resources” to “lifestyle aesthetics brands”. It constructs an “IP-Content-Experience” value cycle model, systematically elaborating on the empowerment path: building attraction through content, deepening relationships via experience, achieving a commercial closed loop with IP derivatives, and ultimately feeding back to the cultural connotation of IP. This provides a feasible paradigm for the e-commerce transformation of traditional cultural tourism IP. The feasibility of the proposed strategies is demonstrated through practical cases, followed by conclusions and prospects.