数字文旅融合视域下虚拟IP + 直播带货赋能土特产产业升级的路径研究

Research on the Path of Virtual IP + Live‑Streaming E‑Commerce Empowering the Upgrading of Local‑Specialty Industries from the Perspective of Digital Cultural‑Tourism Integration

摘要: 在数字文旅融合与乡村振兴背景下，涪陵榨菜产业面临数字化营销不足、品牌文化薄弱、产品结构单一、产业链协同不畅等问题。文章以文化叙事、社会临场感、品牌资产三大理论为支撑，结合实地调研，构建虚拟IP + 直播带货发展模式，提出文化、数字、产业、文旅四维协同升级路径，并规划分阶段落地实施方案。研究发现，该模式存在营销运营、产品供给、IP打造、产业协同四类现实障碍。实践表明，此模式可实现产业增收、人才回流、非遗活态传承等多重价值，其依托在地文化打造IP、轻资产运营、政企校多方联动的思路，可为全国土特产数字化、品牌化转型提供可复制的参考范式。

Abstract: Against the background of digital cultural‑tourism integration and rural revitalization, the Fuling Zhacai industry is confronted with insufficient digital marketing, weak brand culture, single‑product structure, and poor industrial‑chain coordination. Supported by three theories, including cultural narrative, social presence, and brand equity, this paper constructs the “virtual IP + live‑streaming e‑commerce” model based on field investigation, puts forward a four‑dimensional collaborative upgrading path covering culture, digitization, industry, and cultural‑tourism, and designs phased implementation plans. The study identifies four types of practical obstacles in marketing operations, product supply, IP construction, and industrial coordination. Practice proves that the model can bring multiple benefits such as industrial income growth, talent return, and intangible‑cultural‑heritage living inheritance. Its ideas of building IP rooted in local culture, asset‑light operation, and multi‑party collaboration among government‑university‑enterprise can provide a replicable reference for the digital and branding transformation of local‑specialty industries nationwide.