电子商务营销策略视角下园林景点植物景观的文化表达与推广研究

Research on the Cultural Expression and Promotion of Plant Landscape in Garden Attractions from the Perspective of E-Commerce Marketing Strategy

摘要: 在互联网技术与文旅消费数字化转型背景下，电子商务已成为园林类景点文化传播与推广的重要载体。本文以电商营销策略为核心视角，围绕园林类景点植物景观的文化表达与推广问题，构建“文化挖掘–内容转化–精准传达–价值转化”的分析框架，系统探讨电商营销与植物景观文化融合路径。研究指出，当前园林类景点在电商营销中普遍存在文化表达浅层化、内容同质化、渠道选择泛化及转化机制缺失等问题，制约了文化价值与商业价值的协同提升。基于此，本文从文化内涵挖掘、内容表达优化、渠道体系构建及营销模式创新等方面提出优化策略，强调以“文化 + 电商”融合为导向，通过IP打造、内容叙事化、平台分层运营及线上线下闭环构建，实现文化传播与商业转化的统一。研究认为，电商营销策略不仅是园林植物景观文化传播的关键路径，也是推动文旅产业高质量发展的重要驱动力。本文在理论上丰富了文旅电商与园林文化交叉研究，在实践上为园林类景点提供了具有可操作性的营销策略参考。

Abstract: Under the background of the digital transformation of Internet technology and cultural tourism consumption, e-commerce has become an important carrier for the cultural dissemination and promotion of garden attractions. Based on the core perspective of e-commerce marketing strategy, this paper focuses on the cultural expression and promotion of plant landscape in garden scenic spots, constructs an analytical framework of “cultural mining-content transformation-precise communication-value transformation”, and systematically discusses the integration path of e-commerce marketing and plant landscape culture. The research points out that there are many problems in the e-commerce marketing of garden attractions, such as shallow cultural expression, homogenization of content, generalization of channel selection and lack of a transformation mechanism, which restrict the coordinated promotion of cultural value and commercial value. Based on this, this paper puts forward optimization strategies from the aspects of cultural connotation mining, content expression optimization, channel system construction and marketing model innovation, emphasizing the integration of “culture + e-commerce” as the guide, through IP building, content narrative, platform hierarchical operation and online and offline closed-loop construction, to achieve the unity of cultural communication and business transformation. The research holds that e-commerce marketing strategy is not only the key path for the dissemination of garden plant landscape culture, but also an important driving force to promote the high-quality development of the cultural tourism industry. This paper enriches the cross-study of cultural tourism e-commerce and garden culture in theory, and provides an operable marketing strategy reference for garden attractions in practice.