摘要
党的二十届三中全会强调,健全文化和旅游深度融合发展体制机制。当前,文化和旅游深度融合发展已成为推动经济高质量发展的重要引擎。短视频与电商的协同驱动作为文旅融合领域构建消费新生态的创新路径,在赋能文旅产业转型升级、助推区域品牌价值提升的过程中发挥着关键作用。目前,短视频日益呈现出用户规模大、使用黏性强、平台信息海量、用户兴趣多元、深度链接消费等特点,兼具媒体聚合、社交网络、电商销售、内容分发、知识服务、大众娱乐等多重属性,已成为经济社会发展的重要组成部分。基于此,本文探讨了短视频赋能与电商驱动如何共同促进黄河三角洲地区文旅消费新生态的构建,通过分析短视频的传播优势、电商平台的营销能力及两者的有机结合,探索“短视频引流+电商变现”模式对区域文旅消费升级的价值。研究发现,短视频与电商的融合不仅推动了地方文化的传播,还促进了文旅资源的商业化变现,为黄河三角洲地区带来了新的经济增长点。本文旨在为地方文旅产业发展提供新的思路与策略。
The Third Plenary Session of the 20th Central Committee of the Communist Party of China emphasized the establishment a deeply integrated development system for culture and tourism.At present,the deep integration and development of culture and tourism has become an important driving force for promoting high-quality economic development.As an innovative path for the integration of culture and tourism to build a new consumption ecology,short video and e-commerce plays a key role in empowering the transformation and upgrading of the cultural and tourism industry and promoting the value enhancement of regional brands.At present,short videos increasingly show the characteristics of large user scale,strong stickiness,massive platform information,user interests,and deep connection with consumption.They have multiple attributes such as media aggregation,social network,e-commerce sales,content distribution,knowledge service,and mass entertainment,and have become an important part of economic and social development.Based on this research background,the paper explores how short video and e-commerce promote the construction of new cultural and tourism consumption ecology in the Yellow River Delta region.By analyzing the communication advantages of short videos,the marketing capabilities of e-commerce platforms,and the organic combination of the two,this paper explores the value of the“traffic attraction by short video+monetization on e-commerce platforms”model for the upgrading of regional cultural and tourism consumption.The paper found that the integration of short videos and e-commerce promotes local culture,facilitates the commercial success of cultural and tourism resources,and brings new growth drivers for the Yellow River Delta.This paper aims to provide new ideas and strategies for the development of local cultural and tourism industries.
作者
纪蕾
宋岩磊
程凤菊
Ji Lei;Song Yanlei;Cheng Fengju(Qingdao Huanghai University,Qingdao,Shandong 266427)
出处
《中国商论》
2025年第16期78-81,共4页
China Journal of Commerce
基金
青岛黄海学院校级课题黄河国家战略专项“蓝色经济视域下黄河三角洲滨海湿地生态保护与高质量发展研究”(2023HG06)
教育部人文社会科学研究一般项目规划基金项目“黄河流域水—能—粮—碳生态系统与土地利用转型协同增效机制研究”(24YJAZH015)
山东省传统文化与经济社会发展专项“全媒体时代沂蒙精神多维弘扬传承创新路径研究”(L2024C10280281)。
关键词
短视频
电商
文旅消费
产业升级
消费新生态
short video
e-commerce
cultural and tourism consumption
industrial upgrading
new consumption ecology
