摘要
历史资源活化面临文化价值转化难、供需匹配低效等结构性困境,而电商平台的技术与生态优势为破解难题提供了新路径。本文基于平台赋能理论,构建“技术降槛–价值重构–生态匹配”三维机制模型,系统阐释电商平台激活历史资源的内在逻辑:通过直播/AR工具降低数字化门槛,以IP化开发与场景再造重塑文化价值,依托长尾聚合与用户共创实现精准匹配。研究揭示当前关键障碍:资源方数字化能力薄弱、平台算法偏好导致小众资源边缘化、历史IP权属不清抑制商业化开发。据此提出协同优化策略:平台需开发低代码数字工具包降低运营成本;资源方应建立“高端藏品–大众文创–数字内容”分层IP矩阵;政府须制定历史资源电商化白名单制度并配套流量反哺机制。本研究为深化“文化–科技–商业”融合提供理论框架与实践指南。
The activation of historical resources is faced with structural dilemmas such as the difficulty in transforming cultural values and the inefficiency of supply-demand matching, while the technological and ecological advantages of e-commerce platforms provide a new path to solve these problems. Based on the theory of platform empowerment, this paper constructs a three-dimensional mechanism model of “technology threshold reduction-value reconstruction-ecological matching”, systematically explaining the internal logic of e-commerce platforms activating historical resources: reducing the digital threshold through live broadcast/AR tools, reshaping cultural values through IP development and scene reconstruction, and achieving precise matching by relying on long-tail aggregation and user co-creation. The study reveals the current key obstacles: the weak digital capability of resource parties, the marginalization of niche resources caused by platform algorithm preferences, and the unclear ownership of historical IP that restricts commercial development. Accordingly, it proposes collaborative optimization strategies: platforms need to develop low-code digital toolkits to reduce operating costs;resource parties should establish a hierarchical IP matrix of “high-end collections-popular cultural creativity-digital content”;the government must formulate a white-list system for the e-commerce of historical resources and support it with a traffic feedback mechanism. This study provides a theoretical framework and practical guidelines for deepening the integration of “culture-technology-commerce”.
出处
《电子商务评论》
2025年第8期1118-1124,共7页
E-Commerce Letters
