电商平台中苏绣团扇的图像叙事与消费转化研究

Research on Image Narratives and Consumption Conversion of Suzhou Embroidered Round Fans on E-Commerce Platforms

摘要: 在数字消费持续发展与非遗产品进入平台销售体系的背景下，苏绣团扇逐渐成为兼具视觉展示与文化消费属性的电商商品。文章以苏绣团扇为研究对象，结合图像叙事、符号消费及消费者信任等相关理论，采用图文联合内容分析法，对2026年4月抖音、淘宝平台公开可检索的相关页面进行分析。研究发现，苏绣团扇的页面呈现主要围绕工艺展示、使用情境和文化意象展开，并影响消费者对产品真实性、审美价值和文化意义的判断。当前页面虽较多使用“双面绣”、“手工”、“汉服”、“礼赠”、“中国风”等表述，但对非遗知识、工艺流程和价值来源的说明仍较为有限，容易使文化内涵停留在风格化标签层面。苏绣团扇的电商转化不仅取决于价格和外观，也与工艺可见性、情境代入感和文化认同感相关。研究据此提出优化专题展示、强化工艺说明、嵌入文化知识和完善认证信息等建议，以期为非遗产品的数字传播与平台转化提供参考。

Abstract: Against the background of the continuous development of digital consumption and the integration of intangible cultural heritage products into platform-based sales systems, Suzhou embroidery round fans have gradually become e-commerce commodities with both visual display value and cultural consumption attributes. Taking Suzhou embroidery round fans as the research object, this paper draws on theories of visual narrative, symbolic consumption, and consumer trust, and adopts a combined image-text content analysis method to examine publicly searchable pages on Douyin and Taobao in April 2026. The study finds that the presentation of Suzhou embroidery round fans on e-commerce pages mainly revolves around craft display, usage scenarios, and cultural imagery, which influence consumers’ judgments of product authenticity, aesthetic value, and cultural significance. Although current pages frequently use expressions such as “double-sided embroidery”, “handmade”, “Hanfu”, “gift-giving”, and “Chinese style”, their explanations of intangible cultural heritage knowledge, craft processes, and sources of value remain relatively limited, making it easy for cultural meaning to remain at the level of stylized labels. The e-commerce conversion of Suzhou embroidery round fans is therefore not determined solely by price and appearance, but is also related to craft visibility, situational engagement, and cultural identification. Based on these findings, this paper proposes optimizing thematic display, strengthening explanations of craft processes, embedding cultural knowledge, and improving certification information, with the aim of providing a reference for the digital dissemination and platform-based conversion of intangible cultural heritage products.