“两个结合”视域下中华优秀传统文化融入电商文化消费研究
Research on Integrating China’s Excellent Traditional Culture into E-Commerce Cultural Consumption from the Perspective of the “Two Integrations”

文化消费与中华优秀传统文化之间存在着深刻的共生共荣关系。作为连接传统与现代的纽带，文化消费既为传统文化的当代转化提供市场驱动力，又通过消费实践重塑传统文化的时代价值。值得注意的是，当前青年群体已成为文化消费的核心群体。尤其在这一结构性变化要求传统文化产品必须依托数字技术创新传播路径：通过虚拟现实、人工智能等新兴技术重构文化呈现方式，借助社交媒体平台构建互动传播矩阵，使传统文化焕发时代活力，从而有效增强青年群体的文化认同感。在这样的数字化转型浪潮中，直播电商的兴起为文化传播开辟了新渠道。该业态通过沉浸式体验与即时互动特性，显著提升了文化产品的可达性和传播效率。但需清醒认识到，当前直播电商领域存在的准入门槛宽松、内容质量参差等问题，客观上制约着其文化传播效能的充分发挥。从发展态势来看，尽管存在阶段性挑战，但该新兴业态的文化传播潜力已得到市场验证。
There exists a profound symbiotic and mutually reinforcing relationship between cultural consumption and China’s excellent traditional culture. Serving as a bridge connecting tradition and modernity, cultural consumption not only provides market-driven impetus for the contemporary transformation of traditional culture, but also reshapes its temporal value through consumption practices. It is noteworthy that the youth demographic has now emerged as the core consumer group in cultural consumption. This structural shift particularly demands that traditional cultural products innovate their dissemination pathways through digital technologies: reconstructing cultural presentation methods via emerging technologies like virtual reality and artificial intelligence, establishing interactive communication matrices through social media platforms, thereby revitalizing traditional culture with contemporary vitality and effectively enhancing cultural identity among younger generations. Amid this wave of digital transformation, the rise of live-streaming e-commerce has opened new channels for cultural dissemination. This emerging format significantly enhances the accessibility and transmission efficiency of cultural products through immersive experiences and real-time interactive features. However, it must be clearly recognized that current challenges in the live-streaming e-commerce sector, including low entry barriers and uneven content quality, objectively constrain the full realization of its cultural dissemination potential. From a developmental perspective, although facing stage-specific challenges, the cultural communication potential of this new business model has already been validated by market practices.