电子商务赋能非物质文化遗产——以广西钦州坭兴陶为例

E-Commerce Empowering Intangible Cultural Heritage —A Case Study of Nixing Pottery in Qinzhou, Guangxi

摘要: 非物质文化遗产的保护与活态传承是数字时代的重要议题。电子商务作为连接传统文化与消费市场的桥梁，为非遗的数字化转型提供了新的路径。文章以国家级非物质文化遗产广西钦州坭兴陶为案例，系统分析电子商务在营销渠道革新、产品形态转型、产业生态重构及政策技术赋能四个维度的作用机制。研究发现，电商通过线上线下融合、直播带货与社群营销、文创产品开发、产业链整合及数字技术应用，有效拓展了坭兴陶的市场空间与文化影响力。与此同时，坭兴陶产业也面临传统工艺与规模化生产的矛盾、数字运营能力不足、品牌保护缺失及物流体验局限等挑战。据此，研究提出深化数字化转型、优化产品策略、构建品牌矩阵、完善产业链支撑等对策建议，以期为坭兴陶在数字时代的可持续发展提供参考，也为其他非遗项目的电商赋能研究提供借鉴。

Abstract: The protection and living transmission of intangible cultural heritage (ICH) are important issues in the digital era. As a bridge connecting traditional culture with the consumer market, e-commerce offers a new pathway for the digital transformation of ICH. Taking Guangxi Qinzhou Nixing Pottery, a national-level intangible cultural heritage, as a case study, this paper systematically analyzes the mechanisms of e-commerce across four dimensions: the innovation of marketing channels, the transformation of product forms, the restructuring of the industrial ecosystem, and the enabling role of policies and technologies. The study finds that e-commerce—through online-offline integration, live-streaming sales and community-based marketing, cultural and creative product development, industrial chain integration, and digital technology applications—has effectively expanded the market space and cultural influence of Nixing Pottery. At the same time, the Nixing Pottery industry faces challenges such as the tension between traditional craftsmanship and mass production, insufficient digital operation capabilities, a lack of brand protection, and limitations in logistics experience. Accordingly, this paper proposes countermeasures and suggestions including deepening digital transformation, optimizing product strategies, building brand matrices, and improving industrial chain support, with the aim of providing references for the sustainable development of Nixing Pottery in the digital era as well as insights for e-commerce empowerment studies of other ICH projects.