乡村振兴背景下非遗产品跨境电商发展策略研究——以苗绣为例
Research on the Development Strategy of Cross-Border E-Commerce of Intangible Cultural Heritage Products under the Background of Rural Revitalization—A Case Study of Miao Embroidery

贵州作为苗绣的大本营，具有深厚的生产应用基础，但当前非遗苗绣的传承与推广却面临着严峻挑战。文章基于数字经济的时代热潮，以乡村振兴，立足于苗绣产品跨境电商发展现状，分析苗绣产品跨境电商发展过程中的阻碍和挑战。从宣传推广、专业技能人才和基础设施3个角度进行分析阐述。提出非遗苗绣产品跨境电商发展模式，增强宣传推广策略、注重乡村振兴战略下跨境电商人才的培养、完善基础设施服务的相关建议。
As the stronghold of Miao embroidery, Guizhou Province boasts a solid foundation for production and application, yet the inheritance and promotion of this intangible cultural heritage (ICH) of Miao embroidery are confronted with formidable challenges. Drawing on the momentum of the digital economy era and the rural revitalization strategy, this article analyzes the obstacles and challenges encountered in the development of cross-border e-commerce for Miao embroidery products, grounded in the current status quo of this sector. The analysis is carried out from three perspectives: promotion and marketing, professional skills and talents, and infrastructure. Furthermore, this article proposes a cross-border e-commerce development model tailored to ICH Miao embroidery products, emphasizing enhanced promotion and marketing strategies, a focus on nurturing cross-border e-commerce talents under the rural revitalization strategy, and relevant suggestions for improving infrastructure services.