“互联网+”背景下汉服文化产业发展模式的研究——基于1002家汉服淘宝店截面数据的分析

Research on the Development Mode of Hanfu Cultural Industry under the Background of “Internet+”—Analysis Based on Cross-Sectional Data of 1002 Hanfu Taobao Stores

摘要: 自21世纪以来，汉服文化不断传播、汉服产业逐渐发展，但汉服文化产业涵盖面广，目前尚无明确的发展方向和高效的发展模式。本文认为汉服服装是产业的主体、汉服的线上销售是产业发展的突破口。本文搜集了1002家汉服淘宝店铺的信息，通过描述性统计和计量模型分析后发现：过早注册运营的汉服淘宝店因为与网购热潮、汉服复兴运动错位，没有发展出规模，而近几年的汉服淘宝店赶上了潮流，崛起迅速。店铺的销量与商品价格、店铺信誉和物流服务等内在因素有关，与店铺所在地互联网发展水平的高低、是否有众多实体汉服店等外在因素无显著相关关系。因而汉服商家应该提供物美价廉的商品，打造优秀的汉服品牌并积极利用网络平台推广产品，而不必纠结于网店选址。

Abstract: Since the 21st century, the Hanfu culture has been spreading and the Hanfu industry has been developing gradually. However, the Hanfu culture industry covers a wide range of areas and there is no clear development direction and efficient development mode at present. This paper holds that Hanfu clothing is the main body of industry and the online sales of Hanfu is the break-through point of industrial development. We collected the information of 1002 Hanfu Taobao stores, and after the analysis of descriptive statistics and econometric model, we found that the Hanfu Taobao stores registered and operated early did not form a certain scale due to the dis-location with the online shopping craze and Hanfu revival movement, while the stores caught up with the trend rose rapidly in recent years. The sales volume of the store is related to the inter-nal factors such as commodity price, store reputation and logistics service, but has no significant correlation with external factors such as the level of Internet development in the location of the online store and whether there are many physical Hanfu stores. Therefore, Hanfu merchants should launch high-quality and inexpensive goods, create excellent Hanfu brand and actively use the network platform for product promotion, but do not have to be entangled in the shop site.