非遗手工制品跨境电商营销策略研究——以河南汝瓷为例

Research on Cross-Border E-Commerce Marketing Strategies for Intangible Cultural Heritage Handicrafts—Taking Henan Ru Porcelain as an Example

摘要: 非遗手工制品承载着独特的文化价值与技艺传承，在全球化背景下，跨境电商为其走向国际市场提供了新机遇。河南汝瓷作为宋代五大名窑之首，兼具艺术价值与文化底蕴，但在跨境电商领域的发展仍面临诸多挑战。本文以河南汝瓷为研究对象，通过分析其跨境电商营销现状与问题，结合非遗文化传播与跨境电商运营逻辑，提出针对性营销策略，旨在为汝瓷及同类非遗手工制品的国际化传播与市场拓展提供参考。

Abstract: Intangible cultural heritage handicrafts embody unique cultural value and the inheritance of craftsmanship. In the context of globalization, cross-border e-commerce provides new opportunities for them to enter the international market. Henan Ru porcelain, as the foremost among the five famous kilns of the Song Dynasty, possesses both artistic value and cultural connotations. However, its development in the field of cross-border e-commerce still faces numerous challenges. This paper takes Henan Ru porcelain as the research object, analyzes its current situation and problems in cross-border e-commerce marketing, and combines the dissemination of intangible cultural heritage with the operational logic of cross-border e-commerce to propose targeted marketing strategies. The aim is to provide reference for the international dissemination and market expansion of Ru porcelain and similar intangible cultural heritage handicrafts.