“一带一路"背景下非遗跨境电商推广与运营模式探究

——以广东江门新会葵艺为例

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中图分类号：J528.5;G206 文献标识码：A 文章编号：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

“一带一路"倡议作为推动全球经济合作与文化交流的重要平台，为非物质文化遗产（以下简称“非遗"）的跨境传播提供了新机遇。（剩余7468字）