电子商务背景下谷子经济的发展路径分析
Analysis of the Development Path of Goods Economy under the Background of E-Commerce

在电子商务蓬勃发展的背景下，二次元文化衍生品市场——“谷子经济”，已成为中国消费市场的重要组成部分。本文聚焦电子商务环境中谷子经济的发展路径，系统剖析其品牌授权合作、定制化、跨界联名等多元商业模式，揭示出谷子经济市场规模显著增长的趋势。本研究创新构建谷子经济发展理论框架，阐明电商与谷子经济的内在作用机制，为学界研究提供新视角与理论依据；并通过大量案例分析，总结出实操性策略，为企业开展相关业务提供实践参考。鉴于谷子经济面临知识产权保护、物流配送、产品同质化、消费者售后需求复杂以及政策支持与市场监管不足等问题，本文从强化知识产权保护体系、加强物流合作与创新、推进产品创新与差异化竞争、完善消费者售后服务体系以及争取政策支持与加强市场监管等维度，提出针对性发展策略，旨在推动谷子经济在电商环境下可持续发展，助力二次元文化产业稳健前行。
In the context of the booming development of e-commerce, the market for secondary culture derivatives, known as the “goods economy”, has become a significant part of China’s consumer market. This paper focuses on the development path of the goods economy in the e-commerce environment, systematically analyzing its diverse business models such as brand licensing cooperation, customization, and cross-border collaborations, and revealing a significant growth trend in its market size. The study innovatively constructs a theoretical framework for the goods economy, clarifying the internal mechanisms of interaction between e-commerce and the goods economy, and provides a new perspective and theoretical basis for academic research. Through extensive case analysis, it also summarizes practical strategies to offer actionable references for businesses. Given the challenges faced by the goods economy, including intellectual property rights protection, logistics and delivery, product homogenization, complex after-sales demands from consumers, and insufficient policy support and market regulation, this paper proposes targeted strategies from several dimensions, such as strengthening the intellectual property rights protection system, enhancing logistics cooperation and innovation, promoting product innovation and differentiated competition, improving the after-sales service system for consumers, and seeking policy support and strengthening market regulation, with the aim of promoting the sustainable development of the goods economy in the e-commerce environment and supporting the steady progress of the secondary culture industry.