乡村振兴视域下电商赋能非遗文化传承与发展的路径探析
Exploration of the Path of E-Commerce Enabling the Inheritance and Development of “Non-Legacy” Culture under the Perspective of Rural Revitalization

实施乡村振兴战略，是党的十九大作出的重大决策部署。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。随着电商的快速发展，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。本文首先从乡村产业振兴，乡村人才振兴、乡村文化振兴三个方面分析了电商赋能非遗文化传承与发展对乡村振兴的意义，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非遗产品自身特性的制约、专业人才与技术的匮乏、文化内涵挖掘不足、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。
The implementation of rural revitalization strategy is a major decision-making deployment made by the 19th Party Congress. As a treasure of Chinese culture, intangible cultural heritage (hereinafter referred to as “NCH”) has unique cultural value and economic potential. With the rapid development of e-commerce, the promotion of non-heritage products to a wider domestic and international market has become an important strategy to help rural revitalization. This paper firstly analyzes the significance of e-commerce-enabled non-heritage cultural inheritance and development for rural revitalization from three aspects: rural industrial revitalization, rural talent revitalization and rural cultural revitalization, and then points out that there are constraints on the characteristics of the non-heritage products themselves, lack of professional talents and technology, insufficient excavation of cultural connotations, and a lack of modern logistic system in the rural areas in the process of integrating the non-heritage and e-commerce development to promote the revitalization of the countryside, and finally puts forward corresponding suggestions.