AIGC赋能非遗年画电商内容营销的价值转化机制研究——以汉吉福年画为例

A Study on the Value Transformation Mechanism of AIGC-Empowered E-Commerce Content Marketing for Intangible Cultural Heritage New Year Paintings—A Case Study of Hanjifu New Year Paintings

摘要: 生成式人工智能(AIGC)的兴起，为非遗商品的数字传播与商业转化提供了新的技术条件。以汉吉福年画为例，结合S-O-R理论与价值共创理论，考察AIGC介入非遗年画电商内容营销的价值转化机制。研究发现，非遗年画进入内容电商后，并不缺少文化资源，难点在于文化表达、平台扩散、用户认同与消费转化之间存在多重断点。AIGC在内容转译、场景扩散、情感激活、消费引导和品牌沉淀等环节发挥了连接作用，推动非遗年画由传统工艺资源向数字内容资产、用户认同和商业结果延展。本文从价值转化角度解释AIGC赋能非遗商品营销的作用路径，也为非遗经营主体的数字化转型提供参考。

Abstract: The rise of generative artificial intelligence (AIGC) has created new technological conditions for the digital dissemination and commercial transformation of intangible cultural heritage (ICH) products. Taking Hanjifu New Year paintings as a case study, and drawing on the S-O-R theory and value co-creation theory, this paper investigates the value transformation mechanism through which AIGC intervenes in the e-commerce content marketing of ICH New Year paintings. The findings reveal that while ICH New Year paintings entering the content e-commerce space are not lacking in cultural resources, the primary challenges lie in multiple disconnections among cultural expression, platform diffusion, user identification, and consumption conversion. AIGC plays a connecting role in content translation, scenario diffusion, emotional activation, consumption guidance, and brand accumulation, thereby facilitating the extension of ICH New Year paintings from traditional craft resources toward digital content assets, user identification, and commercial outcomes. This paper elucidates the pathway of AIGC-enabled marketing for ICH products from a value transformation perspective and provides insights for the digital transformation of ICH business entities.