数字丝路下的甘肃：特色文化与电子商务融合的路径与展望

Digital Silk Road in Gansu: The Path and Prospects of Integrating Distinctive Culture with E-Commerce

摘要: 本研究探讨了甘肃省特色文化与电子商务融合的现状及其未来发展前景。甘肃省，作为古丝绸之路的重要节点，不仅在历史上促进了东西方的文化交流和贸易往来，而且拥有丰富的历史文化遗产和特色手工艺品。近年来，电子商务的崛起为甘肃特色文化产品提供了新的推广和销售渠道，促进了地方特色文化与经济的融合发展。本研究通过分析甘肃省的文化产业与电子商务的融合现状，探讨了融合过程中的互补优势，包括市场拓展和文化传播两个方面。同时，识别了面临的挑战，如物流效率低下、文化产品数字化转型、品牌建设和市场推广的需要，以及专业人才的培养，并提出了相应的对策。此外，通过敦煌文化电子商务实践的案例分析，提出了一系列成功要素和启示，为未来甘肃特色文化与电子商务融合提供了策略方向。最后，文章展望了甘肃特色文化与电子商务融合的未来，强调了其在推动地方经济增长和文化传承方面的重要作用。

Abstract: This study explores the current state and future prospects of the integration of distinctive culture and e-commerce in Gansu Province. As a crucial node on the ancient Silk Road, Gansu not only historically facilitated cultural exchange and trade between the East and West but also possesses a wealth of historical and cultural heritage and distinctive handicrafts. In recent years, the rise of e-commerce has provided new channels for the promotion and sale of Gansu’s distinctive cultural products, promoting the integrated development of local distinctive culture and the economy. This study, through analyzing the current state of integration of the cultural industry and e-commerce in Gansu Province, discusses the complementary advantages in the integration process, including market expansion and cultural dissemination. At the same time, it identifies challenges faced, such as low logistics efficiency, the need for digital transformation of cultural products, brand building, market promotion, and professional talent cultivation, and proposes corresponding countermeasures. Furthermore, through case analysis of the practice of e-commerce in Dunhuang culture, it presents a series of success factors and insights, providing strategic directions for the future integration of Gansu’s distinctive culture and e-commerce. Finally, the article anticipates the future of the integration of distinctive culture and e-commerce in Gansu, emphasizing its significant role in promoting local economic growth and cultural heritage.