电商视角下南京云锦的创新发展研究

Research on the Innovative Development of Nanjing Yun Brocade from the Perspective of E-Commerce

摘要: 电商发展为非物质文化遗产的活态传承提供了新机遇，也带来结构性矛盾。本文结合南京云锦的核心价值，分析其面临的高端定位与大众消费的张力、慢工叙事与快节奏传播的冲突以及Z世代注意力争夺的困境，并提出跨界联名、产品场景融合、多平台联动与数字化价值延伸三大策略。研究旨在为同类非遗产品的电商化转型与创新发展提供参考。

Abstract: The development of e-commerce has provided new opportunities for the dynamic inheritance of intangible cultural heritage, but it has also brought structural contradictions. This article, based on the core value of Nanjing Yun Brocade, analyzes the tension between its high-end positioning and mass consumption, the conflict between slow craftsmanship narrative and fast-paced dissemination, and the predicament of competing for the attention of Generation Z. It also proposes three strategies: cross-border collaboration, integration of product scenarios, multi-platform linkage, and digital value extension. The research aims to provide references for the e-commerce transformation and innovative development of similar intangible cultural heritage products.