文化资本与电商在苗族服饰品牌建设中的应用研究

Application Research on Cultural Capital and E-Commerce in the Construction of Miao Ethnic Clothing Brands

摘要: 随着全球化和数字化的不断深入，电子商务已成为连接不同文化市场的重要桥梁，为民族服饰的文化品牌化建设提供了新的机遇。本文以苗族服饰为例，探讨了文化资本理论在民族服饰品牌建设中的应用，分析了电子商务如何促进民族服饰的文化价值与经济价值的双重转化。文章首先回顾了文化资本理论，并通过田野调查方法获得的资料分析了苗族服饰作为文化商品在电子商务领域的品牌建设现状与潜力。随后，提出了加强文化资本挖掘、完善电商平台建设、推动文化传承与创新等策略，以增强苗族服饰品牌的市场竞争力和文化影响力。本研究旨在为民族服饰品牌在电子商务领域的品牌建设提供理论指导和实践策略。

Abstract: With the continuous deepening of globalization and digitalization, e-commerce has become an important bridge connecting different cultural markets, providing new opportunities for the cultural branding construction of ethnic clothing. Taking Miao ethnic clothing as an example, this paper explores the application of cultural capital theory in the construction of ethnic clothing brands and analyzes how e-commerce promotes the dual transformation of cultural and economic value of ethnic clothing. The article first reviews the theory of cultural capital, and then analyzes the current situation and potential of Miao ethnic clothing as a cultural commodity in the field of e-commerce through field research methods. Subsequently, strategies, such as strengthening the excavation of cultural capital, improving the construction of e-commerce platforms, and promoting cultural inheritance and innovation, are proposed to enhance the market competitiveness and cultural influence of Miao ethnic clothing brands. This study aims to provide theoretical guidance and practical strategies for the brand construction of ethnic clothing brands in the field of e-commerce.