乡村振兴背景下钦州灵山非遗竹编跨境电商推广与运营模式研究

Study on Cross-Border E-Commerce Promotion and Operation Mode of Lingshan Intangible Cultural Heritage Bamboo Weaving in Qinzhou under the Background of Rural Revitalization

党的二十大报告强调“全面推进乡村振兴”,进一步明确了乡村振兴的重要性与必要性。乡村振兴离不开文化振兴,传承发展非物质文化遗产,有利于支持非遗产业扶贫就业,助力精准扶贫。灵山竹编是广西非物质文化遗产代表性项目,然而,由于传承人数少、产品附加值低等难题,灵山竹编发展陷入困境。跨境电商作为新兴产业,能够为非物质文化遗产的传承与发展提供一个全新的平台和机遇。文章通过分析钦州灵山非遗竹编跨境电商直播现状,探讨非遗与跨境电商创新结合的可行性,从技术创新与平台建设、内容策划和推广策略、物流配送和售后服务、优化人才培养方案四方面提出了非遗与跨境电商相结合的创新路径。以期帮助传统手工艺技艺更好地融入现代生活,推动非物质文化遗产在全球范围内传承和发展,实现中华优秀传统文化走向世界。

The report of the Party's 20th National Congress emphasized"comprehensively promoting rural revitalization",which further clarified the importance and necessity of rural revitalization.Rural revitalization is inseparable from cultural revitalization.Inheriting and developing intangible cultural heritage is conducive to supporting the intangible cultural heritage industry in poverty alleviation and employment,helping targeted poverty alleviation and rural revitalization.Lingshan bamboo weaving is an important intangible cultural heritage in Guangxi.However,due to the small number of inheritants and the low added value of products,the development of Lingshan bamboo weaving is in trouble.As an emerging industry,cross-border e-commerce can provide a new platform and opportunity for the inheritance and development of intangible cultural heritage.By analyzing the current situation of cross-border e-commerce live broadcast of intangible cultural heritage bamboo editing in Lingshan,Qinzhou,this paper discusses the possibility and feasibility of the innovation combination of intangible cultural heritage and cross-border e-commerce,and puts forward the innovation path of the combination of intangible cultural heritage and cross-border e-commerce from four aspects:technological innovation and platform construction,content planning and promotion strategy,logistics distribution and after-sales service,and optimization of talent training programs.This will help traditional handicrafts better integrate into modern life,promote the inheritance and development of intangible cultural heritage on a global scale,and realize the introduction of excellent traditional Chinese culture to the world.