Research on the Influence of E-Commerce Platform on the Spread of Miao Costume Culture—A Case Study of Miao Costumes in Central Guizhou

随着世界全球化和现代化，传统民族服饰的传承与创新面临着前所未有的挑战。在对黔中地区苗族服饰进行调查时发现，苗族服饰出现了纹样同质化的现象以及手工艺面临着失传的危机。互联网的快速发展，电子商务凭借其独特优势，正逐渐融入苗族手艺人当中，他们借助短视频和直播的电子商务新模式进行自我营销，增加苗族服饰的销量。本文在阐述电子商务平台发展现状的基础上，分析电子商务平台对苗族服饰文化传播的作用和意义，以期为苗族服饰的传承和创新提供参考。With the globalization and modernization of the world, the inheritance and innovation of traditional national costumes are facing unprecedented challenges. During the investigation of Miao people in central Guizhou, it was found that the phenomenon of homogenization of Miao people and the loss of handicrafts were in danger. With the rapid development of the Internet, e-commerce, with its unique advantages, is gradually integrated into the Miao craftsmen, who use the new e-commerce model of short video and live broadcast to market themselves and increase the sales of Miao clothing. On the basis of expounding the development status of e-commerce platform, this paper analyzes the role and significance of e-commerce platform on the dissemination of Miao costume culture, in order to provide reference for the inheritance and innovation of Miao costume.