非遗麻纸产品跨境电商营销策略研究——以陇南西和麻纸为例
Research on Cross-Border E-Commerce Marketing Strategies for Intangible Cultural Heritage Hemp Paper Products—A Case Study of Xihe Hemp Paper in Longnan

在全球文化多元化与数字贸易深度融合的背景下，非物质文化遗产(以下简称非遗)保护面临新的挑战与机遇。本文以陇南西和麻纸为例，聚焦手工纸类非遗产品的跨境电商营销。研究发现，西和麻纸面临跨境电商专业运营能力不足、供应链与物流体系制约规模化出境、支撑跨境电商发展的复合型人才匮乏等多重困境。为此，本研究以布迪厄的文化再生产理论为基础，构建“文化解码–场景转化–渠道适配”三阶段策略模型，提出以《麻纸曲》为核心叙事载体，系统推进文化IP构建、产品场景化创新、渠道矩阵化建设与运营体系优化。文章从政策协同、产业组织优化、人才振兴与伦理规范等维度设计了保障机制，强调在商业化过程中坚守文化本真性与匠人主体性，旨在为同类非遗产品的国际化提供兼具理论深度与实践可行性的参考框架。
In the context of global cultural diversity and the deep integration of digital trade, the protection of intangible cultural heritage (hereinafter referred to as “intangible heritage”) is facing new challenges and opportunities. This article takes Xihe paper from Longnan as an example, focusing on the cross-border e-commerce marketing of handmade paper-based intangible heritage products. The research found that Xihe paper is confronted with multiple difficulties such as insufficient professional operation capabilities in cross-border e-commerce, constraints on scale export due to the supply chain and logistics system, and a lack of comprehensive talents to support cross-border e-commerce development. Therefore, this study, based on Bourdieu’s theory of cultural reproduction, constructs a three-stage strategic model of “cultural decoding-scene transformation-channel adaptation”, and proposes to use “The Paper Melody” as the core narrative carrier, systematically promoting the construction of cultural IP, product scene innovation, channel matrix construction, and operation system optimization. The article designs guarantee mechanisms from dimensions such as policy coordination, industrial organization optimization, talent revitalization, and ethical norms, emphasizing adhering to cultural authenticity and the subjectivity of artisans in the commercialization process, aiming to provide a theoretical depth and practical feasibility reference framework for similar intangible heritage products’ internationalization.