数字技术赋能下屈家岭陶艺电商化路径与非遗品牌营销策略研究

Research on the E-Commerce Path and Intangible Cultural Heritage Brand Marketing Strategy of Qujialing Pottery Enabled by Digital Technology

摘要: 屈家岭陶艺作为长江中游史前文明标志性非遗，面临产品供给滞后、线上渠道松散、品牌辨识度低、电商运营薄弱、文化价值转化不足等现实困境。数字技术可从消费前端、运营中端、供应链后端对其电商化转型实现全链条赋能。本文以数字技术赋能为视角，阐释其内在机理，构建“平台电商筑基、内容电商引流、社交电商裂变”三轨融合路径，提出文化IP塑造、数字化叙事、精准化触达三位一体品牌营销体系，并配套设计创新、人才支撑与制度保障。研究可为屈家岭陶艺电商化提供实践方案，也为传统工艺类非遗电商高质量发展提供理论参考。

Abstract: As an iconic intangible cultural heritage of prehistoric civilization in the middle reaches of the Yangtze River, Qujialing Pottery is confronted with practical dilemmas including lagging product supply, fragmented online channels, insufficient brand recognition, weak e-commerce operation, and inadequate transformation of cultural values. Digital technology enables full-chain empowerment for its e-commerce transformation from the consumer front-end, operation middle-end, and supply chain back-end. From the perspective of digital technology empowerment, this paper explains its internal mechanism, constructs a three-track integrated path of “platform e-commerce as foundation, content e-commerce as traffic driver, social e-commerce as fission engine”, and proposes a three-in-one brand marketing system featuring cultural IP shaping, digital narration and precise outreach, supported by design innovation, talent support and institutional guarantee. The study can provide practical solutions for the e-commerce development of Qujialing Pottery and theoretical references for the high-quality e-commerce development of traditional craft intangible cultural heritage.