数字技术赋能下凯里绣里淘非遗集市的文化生产与电商化发展研究

Research on the Cultural Production and E-Commerce Development of the Kailii Xiu Li Tao Intangible Cultural Heritage Market under the Enabling Role of Digital Technology

摘要: 随着数字技术与文化产业的深度融合，非物质文化遗产(以下简称“非遗”)的传承与发展迎来了新契机。作为黔东南苗族侗族自治州非遗资源转化的重要载体，凯里绣里淘非遗集市在数字技术渗透与文旅融合浪潮中，实现了从传统露天集市到“线上线下联动、文化经济共生”的转型。本文以空间生产理论与行动者网络理论为分析工具，从技术中介的视角聚焦绣里淘非遗集市的苗绣、蜡染等核心非遗品类，解析数字技术如何重构人与非遗、人与非遗生产空间、人与非遗消费市场的关系，探析数字技术在集市文化生产重构和电商化路径拓展中的作用机制，以进一步剖析其在文化传承与商业转化中的矛盾与困境，并提出针对性优化策略。研究发现，数字技术通过激活多元行动者协同网络、重构非遗空间生产逻辑、搭建技术中介型电商场景，推动各类非遗文化资源从“在地性活态传承”向“跨地域数字传播”转型，实现了文化价值与经济价值的双重提升，形成了“秀场引流–集市变现–线上复购”的模式；但同时也面临文化内涵稀释、技艺传承断层、电商运营能力不足、产品同质化具象化凸显等问题。研究旨在为民族地区非遗产业的数字化赋能提供实践参考，探索非遗活态传承与产业发展的平衡路径。

Abstract: With the deep integration of digital technology and the cultural industry, the inheritance and development of intangible cultural heritage (hereinafter referred to as “ICH”) have ushered in new opportunities. As an important carrier for the transformation of ICH resources in Qiandongnan Miao and Dong Autonomous Prefecture, the Xiu Li Tao ICH Market has achieved a transformation from a traditional open-air market to a “online and offline linkage, cultural and economic symbiosis” model, amid the penetration of digital technology and the integration of culture and tourism. This paper takes the theory of space production and the actor-network theory as the analytical tools, focusing on the core intangible cultural heritage categories such as Miao embroidery and batik in the Xiu Li Tao ICH Market from the perspective of technological mediation, and analyzing how digital technology reconstructs the relationships between people and ICH, people and the production space of ICH, and people and the consumption market of ICH. Specifically, it explores the mechanism of digital technology in the reconstruction the market’s cultural production and the expansion of e-commerce paths, further analyzes the concrete contradictions and dilemmas in cultural inheritance and commercial transformation, and proposes targeted optimization strategies. The research findings show that digital technology activates the collaborative network of multiple actors, reconfigures the logic of ICH space production, and builds a technological-mediated e-commerce scenario, promoting the transformation of various intangible cultural heritage resources from “local and dynamic inheritance” to “cross-regional digital dissemination”, achieving a dual enhancement of cultural value and economic value, and forming a model of “venue attraction - market realization - online repeat purchase”. However, it also faces problems such as dilution of cultural connotations, discontinuity of skill inheritance, insufficient e-commerce operation capabilities, and the prominent homogenization and concretization of products. The research aims to provide practical references for the digital empowerment of ICH industries in ethnic regions, and explore the balanced path for the dynamic inheritance and industrial development of ICH.