非遗手工艺数字化转型的电商渠道创新探索
Innovative Exploration of E-Commerce Channels for the Digital Transformation of Intangible Cultural Heritage Handicrafts

在全球化与数字化浪潮的双重冲击下，非遗手工艺作为人类文明的瑰宝，正面临着严峻的传承困境。一方面，传统手工艺传承人群体逐渐萎缩，年轻一代对其兴趣淡薄，致使传承后继无人；另一方面，市场渠道狭窄，产品销售受限，难以在现代商业环境中获得足够的发展空间，资金短缺也成为制约其发展的重要因素。与此同时，数字化技术的迅猛发展与电商行业的蓬勃兴起，为非遗手工艺的传承与发展带来了新的契机。电商渠道在当今经济发展格局中占据着重要地位，已成为众多产业拓展市场、提升竞争力的关键途径。在此背景下，深入探索非遗手工艺在电商渠道的创新发展，不仅是推动非遗手工艺数字化转型、实现有效保护与传承的迫切需求，也是促进地方经济发展、弘扬传统文化、维护文化多样性的重要举措，对非遗手工艺在新时代的可持续发展具有深远的意义。
Under the dual impact of globalization and digitalization, intangible cultural heritage handicrafts, as treasures of human civilization, are facing severe challenges in terms of inheritance. On one hand, the group of traditional handicraft inheritors is gradually shrinking, and the younger generation shows little interest in them, leading to a lack of successors. On the other hand, the market channels are narrow, and product sales are restricted, making it difficult to gain sufficient development space in the modern business environment. Shortage of funds has also become an important factor restricting their development. Meanwhile, the rapid development of digital technology and the vigorous rise of the e-commerce industry have brought new opportunities for the inheritance and development of intangible cultural heritage handicrafts. E-commerce channels play an important role in the current economic development pattern and have become a key way for many industries to expand their markets and enhance their competitiveness. Against this background, in-depth exploration of the innovative development of intangible cultural heritage handicrafts in e-commerce channels is not only an urgent need to promote the digital transformation of intangible cultural heritage handicrafts and achieve effective protection and inheritance, but also an important measure to promote local economic development, carry forward traditional culture and maintain cultural diversity. It has profound significance for the sustainable development of intangible cultural heritage handicrafts in the new era.