Research on Digital Empowerment of Intangible Cultural Heritage Industry Development and E-Commerce Talent Cultivation Path—A Case Study of Guizhou Miao Embroidery
Year: 2025
Type: article
Abstract: 苗绣是非物质文化遗产的重要组成部分，承载着民族的历史与深厚的文化底蕴。随着数字时代的发展，数字赋能非遗产业，促进了苗绣产业的发展，使得非遗走向活态化传承与发展。非遗苗绣产业化发展进程中，需重视培养电商人才，才能更好地洞察市场趋势，促进苗绣产业转型。本研究以贵州苗绣为例，基于TOE理论框架，从技术、组织、环境三个层面划分维度，明晰影响苗绣产业电商人才培养的因素，进而分析当下贵州苗绣发展的现状，发现电商人才培养出现的问题，结合政府工具理论提出合适的电商人才培养路径。研究发现贵州苗绣产业发展取得一定成效，但电商人才培养上面临基础设施薄弱，电商技术人才短缺、产业链条脱节，人才培育联动不强、市场拓展受限，品牌故事解读不足问题，需从政府工具加码，基础设施先行、政校企联动，打造人才梯队、打造品牌矩阵，拓展培育渠道三条路径出发培养电商人才。Miao embroidery is an important part of intangible cultural heritage, carrying the history and profound cultural heritage of the nation. With the development of the digital age, digital empowerment of the intangible cultural heritage industry has promoted the development of the Miao embroidery industry, enabling the intangible cultural heritage to achieve dynamic inheritance and development. In the process of industrialization of intangible cultural heritage Miao embroidery, it is necessary to attach importance to the cultivation of e-commerce talents in order to better understand market trends and promote the transformation of the Miao embroidery industry. This study takes Miao embroidery in Guizhou as an example, based on the TOE theoretical framework, and divides the dimensions from three aspects: technology, organization, and environment to clarify the factors influencing the cultivation of e-commerce talents in the Miao embroidery industry. Then, it analyzes the current situation of the development of Miao embroidery in Guizhou, discovers the problems in the cultivation of e-commerce talents, and proposes appropriate paths for the cultivation of e-commerce talents based on the government tool theory. The study finds that the development of the Miao embroidery industry in Guizhou has achieved certain results, but there are still problems in e-commerce talent cultivation, such as weak infrastructure, a shortage of e-commerce technical talents, disconnection in the industrial chain, weak linkage in talent cultivation, limited market expansion, and insufficient interpretation of brand stories. It is necessary to cultivate e-commerce talents from three paths: strengthening government tools and prioritizing infrastructure construction, promoting the linkage of government, schools, and enterprises to build a talent echelon, and creating a brand matrix to expand cultivation channels.
Source: E-Commerce Letters
Author: 银燕 甘
Institution: Guizhou University
Language: English
Subfield: Archeology
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412635855