民族节庆活动与直播电商相结合的策略研究——以榕江县“村超”为例  

Research on the Strategy of Combining Ethnic Festivals and Live-Streaming E-Commerce—A Case Study of “Village Super League” in Rongjiang County

作　　者：唐慧 

机构地区：[1]贵州大学历史与民族文化学院,贵州 贵阳

出　　处：《电子商务评论》2025年第2期1149-1156,共8页E-Commerce Letters

摘　　要：置身于乡村振兴战略的时代背景下,民族节庆活动作为民族文化的重要载体是民族文化传承与发展的关键纽带。与此同时,直播电商作为新兴的营销手段在数字化浪潮的推动下,为民族节庆活动的传播与商业转化提供了新契机。本文聚焦榕江县“村超”这一民族节庆活动,深入探讨其与直播电商结合的策略。通过分析两者结合的重要性、现存问题,提出针对性优化对策,旨在为民族节庆活动与直播电商耦合发展提供理论与实践参考,助力地方经济、民族文化传承和创新与乡村全面振兴。Against the backdrop of the Rural Revitalization Strategy, ethnic festival activities, as an important carrier of ethnic culture, serve as a crucial link for the inheritance and development of ethnic culture. Meanwhile, live-streaming e-commerce, as an emerging marketing means, driven by the wave of digitalization, has provided new opportunities for the dissemination and commercial transformation of ethnic festival activities. This paper focuses on the “Village Super League” in Rongjiang County, which is an ethnic festival activity, and delves deeply into the strategies for its combination with live-streaming e-commerce. By analyzing the importance of the combination and the existing problems, targeted optimization countermeasures are put forward, aiming to provide theoretical and practical references for the coupled development of ethnic festival activities and live-streaming e-commerce, and to promote the coordinated progress of local economy, cultural inheritance and rural revitalization.

关 键 词：民族节庆活动 节庆经济 直播电商 榕江村超 乡村振兴 

分 类 号：G12[文化科学]