南通蓝印花布的电商运营路径与营销策略研究

Research on E-Commerce Operation Paths and Marketing Strategies of Nantong Blue Calico

摘要: 江苏纺织类非物质文化遗产是江南地域文化与传统手工技艺的核心载体，兼具工艺独创性与文化传承性。南通蓝印花布作为江苏纺织类非遗的典型代表，在工业化生产与数字消费升级的双重背景下，面临市场萎缩、商业转化效率低、产业发展动力不足等现实难题。电子商务的快速发展为传统非遗突破发展瓶颈、实现产业化转型提供了全新路径，其打破时空限制、精准触达消费群体、整合产业资源的优势，与非遗的现代化发展需求高度契合。本文以价值共创理论为分析框架，以南通蓝印花布为研究对象，梳理江苏纺织类非遗发展现状与蓝印花布价值内核，分析其电商运营现状与问题，从电商运营路径与营销策略两大维度提出优化方案，旨在推动非遗传承端、平台端、消费端实现多元价值共创，为江苏纺织类非遗电商化发展提供理论支撑与实践参考。

Abstract: Textile intangible cultural heritages (ICH) in Jiangsu are the core carriers of Jiangnan regional culture and traditional craftsmanship, featuring both technological originality and cultural inheritance. As a typical representative of Jiangsu’s textile ICH, Nantong Blue Calico is confronted with practical dilemmas including market shrinkage, low commercial transformation efficiency and insufficient industrial development momentum under the dual background of industrialized production and digital consumption upgrading. The rapid development of e-commerce has provided a new path for traditional ICH to break through development bottlenecks and realize industrial transformation. Its advantages of breaking space-time constraints, accurately reaching consumer groups and integrating industrial resources are highly compatible with the modernization needs of ICH. Based on the theory of value co-creation, this paper takes Nantong Blue Calico as the research object, sorts out the development status of Jiangsu’s textile ICH and the core value of Blue Calico, analyzes the current situation and problems of its e-commerce operation, and puts forward optimization strategies from two dimensions: e-commerce operation paths and marketing strategies. This study aims to promote diversified value co-creation among the inheritance side, platform side and consumption side of intangible cultural heritage, and provide theoretical support and practical reference for the e-commerce development of Jiangsu’s textile intangible cultural heritage.