数字技术赋能红色场馆文创产品电商化开发与传播路径研究——基于虚实融合视角
A Study on the Development and Dissemination Paths of Cultural and Creative Products from Red Heritage Venues through E-Commerce Enabled by Digital Technology—A Virtual-Physical Integration Perspective

在数字经济时代，数字技术为红色场馆文化创意产品的创新与传播提供了全新路径。本文聚焦于红色文创产品的电商化转型，旨在探讨数字技术如何通过线上线下相融合的方式，赋能其开发与传播的全过程。研究系统分析了数字技术在拓展产品形态、优化价值链、构建情感连接等方面的驱动作用，并深入剖析了当前实践中在产品开发、场景体验、营销传播等方面面临的主要困境。在此基础上，本文从产品创新、场景融合、营销变革、能力建设与产业协同五个维度，提出了具体的实践路径。因此，以虚实融合为视角，充分发挥数字技术的驱动作用，是推动红色文创突破发展瓶颈、实现社会效益与经济效益统一、促进红色文化在当代广泛传播与传承的关键。
In the digital economy era, digital technologies have provided innovative pathways for the creation and dissemination of cultural products from red heritage venues. This study focuses on the e-commerce transformation of red cultural products, exploring how digital technologies empower their development and dissemination through integrated online-offline approaches. The research systematically analyzes the driving effects of digital technologies in expanding product formats, optimizing value chains, and building emotional connections, while deeply examining major challenges in current practices regarding product development, experiential scenarios, and marketing communication. Based on this analysis, the paper proposes concrete implementation paths from five dimensions: product innovation, scenario integration, marketing transformation, capacity building, and industrial collaboration. Therefore, adopting a virtual-physical integration perspective and fully leveraging the driving role of digital technologies are crucial for breaking through development bottlenecks in red cultural products, achieving unity of social and economic benefits, and promoting the widespread dissemination and inheritance of red culture in contemporary society.