电子商务视域下四渡赤水红色文化资源地电商化开发困境与策略研究

Research on the Dilemmas and Strategies of E-Commerce Development of the Red Cultural Resources of the Four Crossings of the Chishui River from the Perspective of E-Commerce

摘要: 四渡赤水红色文化资源兼具历史、教育与地域价值，是红色文化传承的重要载体，在数字经济与文旅产业融合背景下，电商化成为其价值转化与传播的重要路径，但当前开发进程中暴露出诸多现实困境。本文通过梳理四渡赤水红色文化资源开发相关研究，以协同治理、区域品牌理论为支撑，深入剖析其电商化开发面临的资源电商化拆解不足、产品形态单一，跨区域协同缺失、资源整合低效，电商专业人才匮乏、支撑体系薄弱，传播推广滞后、文化传播效能不足等问题。基于此，从构建分层电商产品体系、搭建跨区域电商协同机制、打造多元人才引育体系、完善电商传播推广体系四个维度提出针对性优化策略，旨在坚守红色文化教育核心的同时兼顾经济效益，推动四渡赤水红色文化资源的数字化传承与高效开发利用，实现其从线下静态展示到线上全域传播、从碎片化开发到一体化运营的转型，也为全国同类红色文化资源的电商化开发提供可复制的实践参考。

Abstract: The red cultural resources of the Four Crossings of the Chishui River, bearing historical, educational and regional values, serve as an important carrier for the inheritance of red culture. Against the backdrop of the integration of the digital economy and the cultural tourism industry, e-commerce development has become a crucial path for their value transformation and dissemination, yet numerous practical predicaments have emerged in the current development process. By sorting out relevant research on the development of the red cultural resources of the Four Crossings of the Chishui River and with the support of collaborative governance theory and regional brand theory, this paper deeply analyzes the prominent problems in its e-commerce development, including insufficient e-commerce-oriented decomposition of resources and a single product form, lack of cross-regional collaboration and low efficiency of resource integration, shortage of e-commerce professionals and a weak supporting system, as well as lagging communication and promotion and inadequate cultural communication efficiency. On this basis, targeted optimization strategies are proposed from four dimensions: constructing a hierarchical e-commerce product system, establishing a cross-regional e-commerce collaboration mechanism, building a diversified talent introduction and cultivation system, and improving the e-commerce communication and promotion system. These strategies aim to adhere to the educational core of red culture while taking into account economic benefits, promote the digital inheritance, efficient development and utilization of the red cultural resources of the Four Crossings of the Chishui River, and realize its transformation from offline static display to online global communication and from fragmented development to integrated operation. Meanwhile, the research provides replicable practical references for the e-commerce development of similar red cultural resources across the country.