跨境电商如何激活乡土非遗？——以临沭柳编产业为例

How Can Cross-Border E-Commerce Revitalize Local Intangible Cultural Heritage?—The Case of the Linshu Willow Weaving Industry

摘要: 在非物质文化遗产保护由“保存性保护”向“活态传承”转型的背景下，如何借助现代商业力量推动传统手工艺的产业化升级，成为各界关注的重要议题。本文以国家级非遗项目临沭柳编为案例，基于实地调研与深度访谈，分析跨境电商嵌入乡土手工艺产业的运行机制与现实效应。研究发现，跨境电商通过渠道重构、需求反向驱动、文化符号资本化及社交媒体连接等路径，系统性介入柳编产业运行逻辑，推动产业从OEM向ODM转型、由单一产品输出向价值链升级转变，形成产业发展与技艺传承的良性循环。该案例为其他乡土非遗在数字经济背景下实现产业化转型提供了实践经验与理论参考。

Abstract: Against the backdrop of the shift in intangible cultural heritage (ICH) protection from “preservative safeguarding” to “living transmission,” leveraging modern commercial forces to promote the industrial upgrading of traditional handicrafts has become a critical concern for both scholars and practitioners. Taking the nationally recognized ICH project Linshu willow weaving as a case, this study, based on field research and in-depth interviews, analyzes the operational mechanisms and practical effects of embedding cross-border e-commerce into rural handicraft industries. The findings indicate that cross-border e-commerce systematically intervenes in the operational logic of the willow weaving industry through channels such as distribution restructuring, demand-driven feedback, cultural-symbol capitalization, and social media connectivity, facilitating the industry’s transition from OEM to ODM and its evolution from single-product exports to value chain upgrading, thereby forming a virtuous cycle between industrial development and skill transmission. This case provides both practical insights and theoretical references for other rural ICH projects seeking industrial transformation in the context of the digital economy.