乡村振兴新引擎:非物质文化遗产传承与电商发展的融合路径探析

The New Engine of Rural Revitalization: An Analysis of the Integration Path of Intangible Cultural Heritage Inheritance and E-Commerce Development

非物质文化遗产(以下简称“非遗”)作为中华文化的瑰宝,具有独特的文化价值和经济潜力。随着电子商务的快速发展,将非遗产品推广到更宽广的国内国际市场已成为助力乡村振兴的一种重要策略。本文首先从乡村文化传播,乡村产业发展、乡村非遗品牌营销、乡村非遗人才培育四个方面分析了非遗传承与电商发展相融合对乡村振兴的意义,接着指出非遗和电商发展相融合在促进乡村振兴的过程中存在乡村文化生态瓦解,非遗文化脱域、缺乏专业人才队伍的支撑、非遗电商平台优质产品匮乏,价格两极分化、非遗领域知识产权保护薄弱、乡村地区缺乏现代物流体系等问题,最后提出相对应的建议。Intangible cultural heritage (hereinafter referred to as “intangible cultural heritage”), as the treasure of Chinese culture, has unique cultural value and economic potential. With the rapid development of e-commerce, promoting intangible cultural heritage products to a wider domestic and international market has become an important strategy to help rural revitalization. This paper first analyzes the significance of the integration of non-inheritance and e-commerce development to rural revitalization from four aspects: rural cultural communication, rural industry development, rural intangible cultural heritage brand marketing, and rural intangible cultural heritage talent cultivation, and then points out that the integration of intangible cultural heritage and e-commerce development leads to the collapse of rural cultural ecology in the process of promoting rural revitalization. Intangible cultural heritage out of domain, the gradual reduction of the team of non-genetic inheritors, lack of compound talents proficient in “intangible cultural heritage + e-commerce”, lack of high-quality products of intangible cultural heritage e-commerce platform, price polarization, weak protection of intellectual property in the field of intangible cultural heritage, lack of modern logistics system in rural areas and other problems, finally put forward corresponding suggestions.