Innovative Research on the “Intangible Cultural Heritage +” E-Commerce Model in Ethnic Villages and Towns—A Case Study of Digital Collectibles of Dong Grand Chanting

非物质文化遗产是人类宝贵的智慧结晶，随着时代的变迁，这些非物质文化遗产也不再适用“旧范式”的传承发展，它们将面临着生存困境的共性问题。但是，在数字化浪潮与乡村振兴战略双重驱动下，民族村寨的非物质文化遗产传承迎来历史性机遇。本文以侗族大歌数字藏品为例，探讨“非遗+”电商模式创新路径，旨在通过电商赋能侗族大歌传承，为民族文化遗产保护提供新思路。Intangible cultural heritage is the precious crystallization of human wisdom. With the changes of the times, these intangible cultural heritages will no longer apply to the inheritance and development of the “old paradigm”, and they will face the common problem of survival difficulties. However, driven by the digital wave and the rural revitalization strategy, the inheritance of intangible cultural heritage of ethnic villages has ushered in a historic opportunity. Taking the digital collectibles of Dong Grand Chanting as an example, this article explores the innovative path of the “Intangible Cultural Heritage +” e-commerce model, aiming to empower the inheritance of Dong songs through e-commerce and provide new ideas for the protection of national cultural heritage.