电商时代下贞丰县非遗产品发展研究

Research on the Development of Intangible Heritage Products in Zhenfeng County under the Era of E-Commerce

随着经济发展和科技的进步,电子商务在我国快速发展。非物质文化遗产作为我国优秀传统文化重要组成部分,其所产生的产品同样具有极高的价值和吸引力。近年来,通过电商平台,非遗产品的销量大幅提升。越来越多的非遗传承人通过网店、短视频、直播等形式,将非遗技艺及产品呈现给消费者,从而实现技艺传承和收入增长的双赢。贵州省贞丰县依托其丰富的非遗资源,通过电商平台等新兴渠道将其产品销售到世界各地,这不仅让更多人了解到当地的特色文化,同时也是用实际行动书写乡村振兴。本文将以贵州省贞丰县的非遗产品为研究对象,用民族学视角分析其电商发展的必要性及现状,进而探讨其发展困境并提出对策,以期对其他区域非遗电商的发展有所启发。With the development of the economy and the advancement of technology, e-commerce is rapidly growing in China. As an important component of China’s excellent traditional culture, intangible cultural heritage also produces products with extremely high value and attractiveness. In recent years, the sales of intangible cultural heritage products have significantly increased through e-commerce platforms. More and more inheritors of intangible cultural heritage present their skills and products to consumers through online stores, short videos, live broadcasts, and other forms, thereby achieving a win-win situation between skill inheritance and income growth. Relying on its rich intangible cultural heritage resources, Zhenfeng County in Guizhou Province sells its products to various parts of the world through emerging channels such as e-commerce platforms. This not only allows more people to understand the local cultural characteristics, but also writes the rural revitalization with practical actions. This article will take the intangible cultural heritage products in Zhenfeng County, Guizhou Province as the research object, analyze the necessity and current situation of its e-commerce development from the perspective of ethnology, and explore its development difficulties and propose countermeasures, in order to inspire the development of intangible cultural heritage e-commerce in other regions.