电子商务赋能文化传承与发展的路径探析
An Analysis of the Path of the Inheritance and Development of E-Commerce Enabling Culture

电子商务赋能文化传承发展的理论与实践研究揭示出技术革新与文明传承的深度互动逻辑。从理论维度看，电子商务通过技术集成与商业范式重构，为文化传播构建了多维通道，文化传承理论则从《周易》的“化成天下”到马克思主义“两个结合”，形成守正创新的方法论框架。现实中，文化产品内涵缺失、知识产权保护困境、传播效能弱化及技术人才瓶颈，折射出工具理性与价值理性的结构性张力。基于此，优化路径需构建系统性治理机制：强化质量监管建立文化产品评价体系、完善知识产权立体保护网络、创新传播策略实现精准化价值输出、深化产学研联动培育数字文化复合人才。电子商务与文化传承的深度融合既是技术赋能的必然选择，更是文明主体性重构的战略路径，其关键在于平衡商业效率与文化价值，通过制度创新与范式变革推动中华文明在数字时代的创造性转化。
The theoretical and practical research on the inheritance and development of e-commerce enabling culture reveals the deep interactive logic between technological innovation and civilization inheritance. From the theoretical dimension, e-commerce has constructed a multi-dimensional channel for cultural communication through technology integration and business paradigm reconstruction. The theory of cultural inheritance has formed a methodological framework for upholding the right path and innovation, from the “civilizing the world” in the “Zhouyi” to the “two combinations” of Marxism. In reality, the lack of connotation in cultural products, the dilemma of intellectual property rights protection, the weakening of communication effectiveness, and the bottleneck of technical talents reflect the structural tension between instrumental rationality and value rationality. Based on this, the optimization path needs to build a systematic governance mechanism: strengthening quality supervision to establish a cultural product evaluation system, perfecting the three-dimensional protection network of intellectual property rights, innovating communication strategies to achieve precise value output, and deepening the integration of industry, academia, and research to cultivate compound digital cultural talents. The deep integration of e-commerce and cultural inheritance is not only an inevitable choice empowered by technology but also a strategic path to reconstruct the subjectivity of civilization. The key lies in balancing commercial efficiency and cultural value, and promoting the creative transformation of Chinese civilization in the digital age through institutional innovation and paradigm shift.