电商经济背景下非遗品牌的社交媒体营销与跨文化叙事研究——以TheZhai为例

Research on Social Media Marketing and Cross-Cultural Storytelling of Intangible Cultural Heritage Brands in the Context of E-Commerce Economy—Taking TheZhai as an Example

摘要: 在全球化与数字媒介深度融合的背景下，非物质文化遗产(以下简称“非遗”)的跨境传播已深度嵌入电商经济体系。本文以非遗出海品牌TheZhai为研究对象，探究电商经济背景下非遗品牌的数字化营销生态。研究表明，TheZhai通过非遗符号的创造性转译、情感化内容营销与多平台协同布局，实现了品牌资产构建与商业价值的双重目标。本文进一步提出“符号精准化转译–情感场景化构建–传播圈层化渗透–数据驱动优化”的电商营销优化路径，为非遗品牌的跨境电商实践提供理论支撑与操作指南。

Abstract: Against the backdrop of deep integration between globalization and digital media, the cross-border dissemination of intangible cultural heritage (hereinafter referred to as “ICH”) has become deeply embedded in the e-commerce economic system. Taking the ICH export brand TheZhai as the research subject, this paper explores the digital marketing ecosystem of ICH brands in the context of e-commerce. The study reveals that TheZhai achieves dual objectives of brand asset construction and commercial value through creative transliteration of ICH symbols, emotional content marketing, and multi-platform collaborative deployment. Further proposing an e-commerce marketing optimization pathway—“precise symbolic transliteration-emotional scenario construction-layered dissemination penetration-data-driven optimization”—this paper provides theoretical support and operational guidance for the cross-border e-commerce practices of ICH brands.