“一带一路”视域下丝绸产业数字传播应用现状与发展对策研究——以浙江省为例  

Research on the application status and development countermeasures of digital dissemination in thesilk industry from the Belt and Road perspective:Taking Zhejiang province as an example

作　　者：方平[1] FANG Ping(College of Textile Science and Engineering(International Institute of Silk),Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江理工大学纺织科学与工程学院(国际丝绸学院),杭州310018

出　　处：《丝绸》2024年第5期1-6,共6页Journal of Silk

基　　金：浙江省“十四五”研究生教学改革项目(syjsjg2023139);国家级大学生创新训练计划项目(202310338012)。

摘　　要：丝绸是“一带一路”倡议富含的鲜明元素,是中华文明、民族工业的重要承载,但正面临着市场萎缩、产品单一等产业发展瓶颈。数字传播作为基于互联网技术的新型传播模式,对于丝绸产业响应“一带一路”倡议,实现产品链接、文化交流、形象升级大有裨益。文章以素有“丝绸之府”美誉的浙江为例,探究丝绸产业运用数字传播的现状,立足“一带一路”视域,聚焦思维、表达、内蕴等方面存在的短板,从四个维度出发,提出构建“政府育导、行业引导、市场利导、文化先导”的四位一体数字传播发展模式。Silk is a distinct element in the Belt and Road Initiative,and is an important carrier of Chinese civilization and national industry.However,with the industrial transformation,technological upgrading and the development of times,the characteristics of the silk industry as a traditional industry have become increasingly obvious,and the industry is facing development bottlenecks such as market shrinkage and undiversified products.Digital dissemination,based on the increasingly mature network environment and digital technology,is of great benefit in promoting traditional industries to adapt to the new stage,creating new growth drivers,building new business forms,and reshaping new impressions.Nevertheless,it can be found through the investigation of the application status of digital dissemination in the silk industry in Zhejiang province that silk enterprises have“different degrees of cognition”of digital dissemination,“uneven”practice of digital dissemination,and“differently positioned”value of digital dissemination.In general,Zhejiang silk industry has explored digital dissemination to some extent,but no consistent views and actions have been formed in cognitive depth,application heat and thinking direction.Especially,the explicit characteristics of using digital dissemination to develop the silk industry from the perspective of the Belt and Road are not distinct enough.The crux of the problem lies in three aspects.Firstly,the matching degree between enterprise management thinking and the essence of international dissemination is poor.Secondly,the integration degree of factor expression and diversified media is still low.Finally,the matching degree between content design and development and high quality creation requirements is too low.To promote the in-depth application of digital dissemination in Zhejiang silk industry,the article put forward the four-in-one digital dissemination development mode of“government guidance,industry guidance,market guidance and enterprise guidance”from the perspective

关 键 词：“一带一路” 丝绸产业 数字传播 应用 对策 浙江 

分 类 号：F407.81[经济管理—产业经济] G639.22[文化科学—教育学]