媒介融合视域下的城市漫步：传统建筑文化的数字叙事与电子商务转化路径研究

Citywalk from the Perspective of Media Convergence: A Study on Digital Narrative and E-Commerce Transformation Pathways of Traditional Architectural Culture

摘要: 本研究以媒介融合为视域，聚焦城市漫步中传统建筑文化的价值转化问题，探讨数字叙事如何有效驱动电子商务。文章首先剖析城市漫步作为“电商前奏”所呈现的时空、行为与主体三重融合特征；继而阐释其通过跨媒介、交互式与场景化叙事构建文化认同与消费意向的内在机制；最终，系统设计从叙事到消费的转化路径，涵盖无感化触点引导、多元化产品矩阵封装及数据驱动的闭环优化。本研究构建了连接文化传播与商业消费的中层分析框架，为历史文化街区在数字时代的可持续发展提供了兼具理论洞察与实践参考的整合路径。

Abstract: This study adopts the perspective of media convergence to focus on the value transformation of traditional architectural culture within the context of citywalk, exploring how digital narrative effectively drives e-commerce. The article first analyzes the triple fusion characteristics of citywalk as a “prelude to e-commerce”—namely, the integration of time and space, behavior, and agents. It then elucidates the intrinsic mechanisms through which cross-media, interactive, and scenario-based narratives construct cultural identity and consumption intention. Finally, it systematically designs a transformation path from narrative to consumption, encompassing seamless touchpoint guidance, diversified product matrix encapsulation, and data-driven closed-loop optimization. This research constructs a mid-level analytical framework that bridges cultural communication and commercial consumption, offering an integrated pathway with both theoretical insights and practical references for the sustainable development of historical and cultural districts in the digital era.