AIGC赋能鲜花市场的数字化转型路径研究

Study on AIGC-Empowered Digital Transformation Pathways in the Flower Market

摘要: 在数字经济、审美消费升级与传统文化创新传播加速融合的背景下，鲜花市场正由单一产品交易走向文化表达、情感传递与品牌体验协同发展的新阶段，AIGC也由此成为推动行业内容生产与市场连接方式变革的重要技术力量。文章在梳理相关研究的基础上，构建“文化意象提取–花艺产品生成–多模态内容传播–消费反馈优化”的分析框架，并以虚拟品牌为案例，模拟AIGC驱动下鲜花品牌从文化流量承接到品牌价值沉淀的实践路径。研究认为，AIGC的核心价值在于打通创意、产品、传播与运营链路，推动鲜花市场由经验驱动走向数据驱动与人机协同。同时，其应用仍面临花艺造型难复刻、花语与造型表意冲突等问题。为此，本文提出构建人机双向校验的管控机制，以提升生成内容的可实现性、表意一致性与市场适配性。

Abstract: Against the backdrop of accelerating integration between the digital economy, the rise of aesthetic consumption, and the innovative dissemination of traditional culture, the flower market is evolving from simple product transactions toward a new stage characterized by the coordinated development of cultural expression, emotional communication, and brand experience. AIGC has thus emerged as a key technological force reshaping content production and market connectivity within the industry. Based on a review of relevant research, this paper constructs an analytical framework comprising “cultural imagery extraction-floral product generation-multimodal content dissemination-consumption feedback optimization.” Using a hypothetical brand as a case study, it simulates the practical pathway through which AIGC enables a floral brand to transition from harnessing cultural visibility to cultivating brand value. The study argues that the core value of AIGC lies in bridging creativity, product, communication, and operational processes, thereby driving the flower market from an experience-driven to a data-driven and human-machine collaborative model. At the same time, its application still faces challenges such as difficulties in replicating floral arrangements and semantic conflicts between flower language and form. To address these issues, this paper proposes a human-machine two-way verification mechanism to enhance the feasibility, semantic consistency, and market adaptability of generated content.