智媒时代的纵深发展催生了内容营销的范式变革,生成式人工智能技术的介入为传统文化IP的电商化转型提供了全新动能。本文通过梳理“传统文化IP + 电商”的背景概念、发展历程以及互补优势,提出了在面对人才、数字化转型、传播等三重困境...智媒时代的纵深发展催生了内容营销的范式变革,生成式人工智能技术的介入为传统文化IP的电商化转型提供了全新动能。本文通过梳理“传统文化IP + 电商”的背景概念、发展历程以及互补优势,提出了在面对人才、数字化转型、传播等三重困境时,利用制度保障为发展划定方向与边界,教育科技人才建设提供核心支撑,电商生态优化形成实践载体。只有坚持系统思维,在技术创新中植入文化自觉,在商业运作中坚守价值理性,才能实现传统文化IP的创造性转化与创新性发展,使电商平台真正成为传承中华文明、增强文化自信的数字基础设施。The deepening development of the intelligent media era has catalyzed a paradigm shift in content marketing, while the integration of generative artificial intelligence technologies provides novel momentum for the e-commerce transformation of traditional cultural IP. By reviewing the conceptual background, evolutionary trajectory, and complementary advantages of “traditional cultural IP + e-commerce,” this paper identifies three critical challenges: talent shortages, digital transformation barriers, and communication bottlenecks. To address these issues, we propose a systematic framework: institutional safeguards to define developmental boundaries, cultivating tech-savvy talent through education as the core driver, and optimizing e-commerce ecosystems as practical implementation vehicles. Only by embedding cultural consciousness into technological innovation and upholding value rationality within commercial operations can traditional cultural IP achieve creative transformation and innovative development. This approach positions e-commerce platforms as digital infrastructure for inheriting Chinese civilization and reinforcing cultural confidence.展开更多
文摘智媒时代的纵深发展催生了内容营销的范式变革,生成式人工智能技术的介入为传统文化IP的电商化转型提供了全新动能。本文通过梳理“传统文化IP + 电商”的背景概念、发展历程以及互补优势,提出了在面对人才、数字化转型、传播等三重困境时,利用制度保障为发展划定方向与边界,教育科技人才建设提供核心支撑,电商生态优化形成实践载体。只有坚持系统思维,在技术创新中植入文化自觉,在商业运作中坚守价值理性,才能实现传统文化IP的创造性转化与创新性发展,使电商平台真正成为传承中华文明、增强文化自信的数字基础设施。The deepening development of the intelligent media era has catalyzed a paradigm shift in content marketing, while the integration of generative artificial intelligence technologies provides novel momentum for the e-commerce transformation of traditional cultural IP. By reviewing the conceptual background, evolutionary trajectory, and complementary advantages of “traditional cultural IP + e-commerce,” this paper identifies three critical challenges: talent shortages, digital transformation barriers, and communication bottlenecks. To address these issues, we propose a systematic framework: institutional safeguards to define developmental boundaries, cultivating tech-savvy talent through education as the core driver, and optimizing e-commerce ecosystems as practical implementation vehicles. Only by embedding cultural consciousness into technological innovation and upholding value rationality within commercial operations can traditional cultural IP achieve creative transformation and innovative development. This approach positions e-commerce platforms as digital infrastructure for inheriting Chinese civilization and reinforcing cultural confidence.
