文化数字化背景下电子商务赋能网络文化产业发展的实践路径

The Practical Path of Empowering the Development of Network Cultural Industry through E-Commerce under the Background of Cultural Digitalization

摘要: 随着数字技术与文化的深度融合，文化数字化成为了国家建设文化强国、提升文化实力的重要战略，优化了文化产业格局，同时与电子商务结合，拉动了数字文化消费能力，推动了网络文化产业新业态的发展。当前，依托交互通融的电子商务平台与信息服务体系，网络文化产业得以有效发展与推广。网络文化产业与电子商务融合面临新的机遇，电子商务为文化产业市场发展提供了推动力，稳固了网络文化产业在市场中的建设，符合社会发展需求。同时，在与电子商务的融合过程中，不易形成文化产业集群化，因此电子商务赋能网络文化产业发展存在一定的问题和挑战，要进一步延伸网络文化产业链条，加强网络文化产业的营销、管理和投资环节，建立网络文化产业互联网电子商务的融合机制。

Abstract: With the deep integration of digital technology and culture, cultural digitization has become an important strategy for the country to build a strong cultural country and enhance cultural strength. It has optimized the pattern of the cultural industry, and combined with e-commerce, it has driven the consumption capacity of digital culture and promoted the development of new forms of online cultural industry. Currently, relying on interactive and inclusive e-commerce platforms and information service systems, the online cultural industry has been effectively developed and promoted. The integration of the online cultural industry and e-commerce is facing new opportunities. E-commerce provides a driving force for the development of the cultural industry market, stabilizes the construction of the online cultural industry in the market, and meets the needs of social development. At the same time, in the process of integration with e-commerce, it is not easy to form a cultural industry cluster, so there are certain problems and challenges in the development of e-commerce enabled network cultural industry. It is necessary to further extend the network cultural industry chain, strengthen the marketing, management and investment links of the network cultural industry, and establish the integration mechanism of network cultural industry and Internet e-commerce.