数字经济赋能书法非遗传承：电商平台的实践与模式创新

Empowering the Inheritance of Calligraphy Intangible Cultural Heritage through the Digital Economy: Practices and Model Innovations of E-Commerce Platforms

摘要: 数字经济使非物质文化遗产的保护、传播与消费场景发生深刻变化。书法作为以汉字书写为载体、以身体技法和审美修养为核心的非物质文化遗产，在数字经济环境中正经历传播场景、学习方式和价值转化机制的变化。本文以中国书法及其文房四宝、木版水印、装裱修复、书法教育服务等相关传承生态为对象，采用文献与政策文本分析、公开统计数据二次分析、平台实践案例分析和机制建模相结合的方法，讨论数字经济如何通过电商平台影响书法非遗的传播链、价值链与学习链。研究发现，电商平台在扩大受众、降低交易成本、增强工艺可见性、推动产品生活化和支持青年传承方面具有积极作用；同时，算法流量、低价竞争、符号化消费、知识产权保护不足和真实性认证薄弱，也会挤压书法非遗的长期训练逻辑与公共文化价值。本文进一步提出的模式创新路径，强调非遗保护标准、平台责任和传承主体能力建设，使平台流量转化为可持续传承资源。

Abstract: The digital economy has profoundly changed the protection, dissemination, and consumption scenarios of intangible cultural heritage. Calligraphy, as intangible cultural heritage that uses Chinese character writing as its carrier and emphasizes bodily techniques and aesthetic cultivation, is experiencing changes in communication scenarios, learning methods, and value transformation mechanisms in the digital economy environment. This paper focuses on the transmission ecology related to Chinese calligraphy, including the Four Treasures of the Study, woodblock water printing, mounting and restoration, and calligraphy education services. It adopts a combination of methods, including literature and policy text analysis, secondary analysis of publicly available statistical data, platform practice case analysis, and mechanism modeling, to discuss how the digital economy, through e-commerce platforms, affects the dissemination chain, value chain, and learning chain of calligraphy as intangible cultural heritage. The study finds that e-commerce platforms play a positive role in expanding audiences, reducing transaction costs, enhancing craft visibility, promoting product integration into daily life, and supporting youth inheritance. At the same time, algorithm-driven traffic, low-price competition, symbolic consumption, insufficient intellectual property protection, and weak authenticity verification can also squeeze the long-term training logic and public cultural value of calligraphy as intangible cultural heritage. This paper further proposes an innovation path that emphasizes intangible heritage protection standards, platform responsibility, and the capacity building of inheritors, turning platform traffic into sustainable transmission resources.