人工智能赋能浙江诸暨珍珠产业品牌国际传播——文化叙事视角下的模式构建与路径创新

AI-Empowered International Brand Communication for the Pearl Industry in Zhuji, Zhejiang—Model Construction and Path Innovation from a Cultural Narrative Perspective

摘要: 在当下全球价值链重构与数字智能技术发展的新时代背景下，中国区域特色产业集群如何实现从“产品出海”向“品牌出海”的战略转型，已成为产业升级与国际传播研究的重要议题。浙江诸暨作为全球最大的淡水珍珠产销聚集地，诸暨珍珠产业是浙江特色产业集群、绍兴历史经典产业、诸暨特色主导产业代表。为破解该产业品牌出海困境、提升中国珍珠产业的品牌国际影响力，本研究以文化叙事理论为研究视角，结合人工智能技术赋能特性，聚焦该产业品牌国际传播的转型升级问题，构建了“人工智能 + 文化叙事”双轮驱动的品牌国际传播模式，并从内容生成层、传播渠道层、用户交互层三个维度创新其品牌国际传播的具体实现路径。本研究旨在为浙江诸暨珍珠产业的品牌国际化提供可操作的实践方案，并为中国区域特色产业集群的品牌传播研究贡献新的理论视角与方法论参照。

Abstract: Against the backdrop of ongoing global value chain restructuring and the advancement of digital intelligent technologies, how regional characteristic industry clusters in China can achieve the strategical transformation from “product export” to “brand globalization” has become a critical issue in industrial upgrading and international communication research. As the world’s largest production and distribution base for freshwater pearls, Zhuji’s pearl industry typically represents the regional characteristic industrial cluster of Zhejiang Province, the historical and classic industry of Shaoxing, and the leading characteristic industry of Zhuji. To address the challenges of brand globalization facing this industry and to enhance the international cultural discourse power and brand influence of China’s pearl industry, this study adopts the theoretical perspective of cultural narrative, integrates the empowering characteristics of artificial intelligence technology, and focuses on the transformation and upgrading of the industry’s international brand communication. It constructs a dual-driven international brand communication model of “artificial intelligence + cultural narrative,” and innovates the specific implementation paths for international brand communication from three dimensions: content generation, communication channels, and user interaction. This study aims to provide operable practical strategies for the brand internationalization of Zhuji pearl industry in Zhejiang, and offer a new theoretical perspective and methodological reference for the research on brand communication of regional characteristic industrial clusters in China.