短视频平台驱动非遗电商高质量发展的机制研究

Research on the Mechanism of Short Video Platforms Driving High-Quality Development of Intangible Cultural Heritage E-Commerce

摘要: 在短视频平台深度嵌入非遗传播与消费的时代背景下，非遗电商已从早期的“平台店铺模式”向以内容驱动为核心的高质量发展新阶段转变。然而，规模快速扩张背后，文化浅层化、信任透支与品牌缺位等结构性矛盾日益凸显，粗放式增长不可持续。本文以“机制”分析为核心切入点，构建“理论–机制–问题–路径”的递进分析框架，系统剖析短视频平台通过内容生产、信任构建、需求匹配与价值共创四重机制驱动非遗电商高质量发展的内在逻辑，诊断各机制在流量效率逻辑挤压下的失灵表现，并从多个维度提出优化路径，为非遗电商的可持续发展与数字时代的文化活化提供学理参考。

Abstract: Against the backdrop that short video platforms are deeply embedded in the communication and consumption of intangible cultural heritage (ICH), ICH e-commerce has evolved from the early “platform store model” into a new stage of high-quality development centered on content-driven growth. Nevertheless, behind the rapid expansion in scale, structural contradictions such as cultural superficiality, trust overdraft and brand absence have become increasingly prominent, making extensive growth unsustainable. Taking mechanism analysis as the core entry point, this paper constructs a progressive analytical framework of theory-mechanism-problem-path. It systematically dissects the internal logic whereby short video platforms drive the high-quality development of ICH e-commerce through four mechanisms: content production, trust building, demand matching and value co-creation. This paper also diagnoses the malfunction of each mechanism under the squeeze of traffic efficiency logic, and proposes optimization paths from multiple dimensions, aiming to provide theoretical references for the sustainable development of ICH e-commerce and the cultural revitalization of intangible cultural heritage in the digital era.