“一带一路”下我国乡村文化产业跨境电商发展影响因素研究以手工艺产业为例

RESEARCH ON INFLUENCING FACTORS OF CROSS BORDER E-COMMERCE DEVELOPMENT OF RURAL CULTURAL INDUSTRY IN CHINATAKE HANDICRAFT INDUSTRY AS AN EXAMPLE

关键词:  乡村文化  跨境电商  手工艺  影响因素  对策

Key words:  rural culture  cross border E-commerce  handicraft industry  influencing factors  countermeasures

摘要:

乡村振兴战略涵盖经济、政治、社会、生态、文化等多个领域，其中文化产业发展不仅能够促使当地产业与乡村资源结合，形成特色产业，助力我国打赢脱贫攻坚战，更能够保护和传承我国中华优秀传统乡村文化，增强文化自信，因此文化产业发展在乡村振兴战略中尤为迫切和重要。另外，随着“一带一路”倡议的实施和我国对跨境电商发展的大力支持，我国乡村文化产业出口将会引来一个快速发展期。文章以手工艺产业为例，将乡村文化产业与跨境电商结合起来，对我国乡村文化产业跨境电商发展影响因素及对策进行研究，从政府支持、农民认知、跨境电商能力、产品品质、文化海外输出、产业氛围六个方面，构建我国乡村文化产业跨境电商发展影响因素模型，并深入分析各影响因素之间以及对乡村文化产业跨境电商发展的作用机理。在此基础上，该文从政府支持、乡村文化传承人培养、文化走出去、产业集聚等方面，提出我国乡村文化产业跨境电商发展对策与建议，从而更好地服务乡村振兴战略和“一带一路”倡议，推动我国优秀乡村文化传承发展和走向世界。

Abstract:

Rural revitalization strategy covers economic, political, social, ecological, cultural and other fields, and the development of cultural industry can not only promote the combination of local industry and rural resources, and form the characteristic industry, help fight poverty in our country, but also protect and inherit China's excellent traditional countryside culture, and enhance cultural confidence, so the strategy of rejuvenating culture industry development in the country is particularly urgent and important. In addition, with the implementation of "the Belt and Road Initiative" and China's strong support for the development of cross-border E-commerce, the export of China's rural cultural industry will lead to a period of rapid development. In the handicraft industry, for example, this paper combined rural cultural industry with cross-border E-commerce, studied the influencing factors and countermeasures of cross-border E-commerce development of rural cultural industry in China, and constructed the influencing factor model of cross-border E-commerce development of rural cultural industry in China from six aspects, namely, the government's support, farmers' cognition, cross-border E-commerce ability, product quality, overseas cultural output and industrial atmosphere. Then it analyzed the interaction between various influencing factors and the mechanism of cross-border E-commerce development of rural cultural industry. On this basis, this paper proposes countermeasures and suggestions for the development of cross-border E-commerce of China's rural cultural industry from the aspects of government support, cultivation of handicraft inheritors, culture going out and industrial agglomeration, so as to better serve China's rural construction and "the Belt and Road Initiative", and promote the inheritance and development of excellent rural culture in China and spreads it to the world.