数字技术赋能下的非遗品牌传承与商业创新——基于苏州仁和缂丝的全渠道电商实践

Digital Technology-Empowered Inheritance of Intangible Cultural Heritage Brands and Commercial Innovation—Omnichannel E-Commerce Practice Based on Suzhou Renhe Kesi

摘要: 非物质文化遗产的数字化传承与电商化发展已成为传统文化焕发新生的关键路径，本文以非遗品牌苏州仁和缂丝为研究对象，基于电子商务理论框架，深入分析非遗产品在电商环境中的发展现状与转型困境。通过PEST分析、消费者画像构建、竞品对比等方法，系统梳理缂丝产品在电商平台运营、数字营销、用户体验等方面的痛点问题。研究提出“三维一体”的电子商务发展策略：在产品端构建实体收藏 + 虚拟资产 + 文化体验的数字化产品矩阵；在渠道端打造平台电商 + 内容电商 + 社交电商的全渠道布局；在营销端实施IP化运营 + 场景化传播 + 精准化触达的数字化推广体系。本文旨在为传统非遗品牌的电子商务转型提供理论参考与实践路径。

Abstract: The digital preservation and e-commerce development of intangible cultural heritage have become pivotal pathways for revitalising traditional culture. This paper examines the Suzhou Renhe Kesi brand as a case study, employing an e-commerce theoretical framework to analyse the developmental status and transformational challenges of intangible cultural heritage products within the digital marketplace. Through PEST analysis, consumer profiling, and competitive benchmarking, it systematically identifies operational pain points in Kesi product management across e-commerce platforms, digital marketing, and user experience. The research proposes a “three-dimensional integrated” e-commerce development strategy: Product Dimension: Construct a digital product matrix combining physical collectibles, virtual assets, and cultural experiences. - Channel Dimension: Establish an omnichannel layout encompassing platform e-commerce, content e-commerce, and social e-commerce. Marketing Dimension: Implement a digital promotion system featuring IP-based operations, scenario-based dissemination, and precision targeting. This study aims to provide theoretical reference and practical pathways for the e-commerce transformation of traditional intangible cultural heritage brands.