“一帶一路"背景下非遺跨境電商推廣與運營模式探究

——以廣東江門新會葵藝為例

打開文本圖片集

中圖分類號：J528.5;G206 文獻標識碼：A 文章編號：2096-4110（2025）08（a）-0067-06

A Study of the Promotion and Operational Models of Cross-Border E-Commerce for Intangible Cultural Heritage under the Belt and Road Initiative

-A Case Study of Xinhui Kuihua Art in Jiangmen， Guangdong

DENG Yilin， LIAO Huan，HUANG Dianyuan，LI Xing， WEI Xitao，LIANG Hailin （Wuyi University， Jiangmen Guangdong， ， China）

Abstract：TheOpinionsonFurtherStrengtheningtheProtectionof Intangible Culural Heritage，jointlyissuedbytheGeneral OfficeoftheCommunistPartyofChinaCentralCommiteeandteGeneralOficeoftheStateCouncilexplicitlyproposethatdigital technologiesshouldbeleveragedtobroadencomunicationchannelsforintangibleculturalheritage（ICH）andfostermulti-industry integrationtoadvanceitspreservationanddevelopment.Againstthisbackdrop，thisstudygroundedinthepolicyframeworkofthe BeltandRoadInitiative（BRl），selcts Xinhui KuihuaArt—anational-levelintangibleculturalheritageinJiangmen，Guangdongas itsesearchsubjctFousingodvelopentopporuitisineraoftedigitalonomyitsstematicallexplorsioative tegration pathways for "ICH + cross-border e-commerce". Through literature analysis，comparative case studies，and field research， thestudyproposesinternationalizationstrategiesmdiatedbyross-borderecommere，includingbrandidentitybuildingsuppy chainoptimizationndculturalnarativedissemination，aimingtoprovideactionablesolutionsfortheglobalpromotionofXihi Kuihua Art. The research objectives are to achievesynergistic enhancementofculturalandcommercialvalues，drivethedigital transformation and economicgrowth of the Kuihua industry，and amplifyits international influence through the global disseminationofcultural narratives，ultimatelyrealizing thedual goalsof economic empowerment and cultural heritage preservation.

Keywords：Intangible Cultural Heritage （ICH）; Commercialization of ICH;Cross-border e-commerce;Qiaoxiang culture; XinhuiKuihua Art; TheBeltandRoad Initiative

“一帶一路"倡議作為推動全球經(jīng)濟合作與文化交流的重要平臺，為非物質(zhì)文化遺產(chǎn)（以下簡稱“非遺"）的跨境傳播提供了新機遇。（剩余7468字）