Research on the Path of Empowering Jianyang Jianzhan Industry through E-Commerce under the Background of Rural Revitalization

乡村振兴是党和国家的大战略，在这一战略背景下，传统产业的转型和升级成为推动乡村经济可持续发展的关键之一。随着电商经济的蓬勃发展，乡村地区的传统产业也开始借助电商平台实现赋能和转型。本文以建阳区建盏产业为研究对象，旨在探讨乡村振兴战略下，建阳区建盏产业如何通过电商平台实现文化和经济双重赋能。研究表明，建阳区建盏产业具备独特的文化背景和深厚的历史传承，在电商平台的推动下，逐渐拓展了市场空间，推动了地方经济的发展。然而，随着电商经济的高速发展，建阳建盏产业在电商传播中也面临着一系列问题。本文提出构建“政府–平台–匠人”三元协同机制，创新数字叙事策略等策略，期望建盏产业在推动地方经济的持续增长的同时，促进传统文化的传承与创新，从而实现乡村振兴战略的全面落实。Rural revitalization is a major strategy of the Party and the state. Against this strategic backdrop, the transformation and upgrading of traditional industries have become one of the keys to promoting the sustainable development of rural economies. With the vigorous development of e-commerce, traditional industries in rural areas have also begun to leverage e-commerce platforms to achieve empowerment and transformation. This paper takes the Jianyang Jianzhan industry as the research object, aiming to explore how the Jianzhan industry in Jianyang District can achieve dual cultural and economic empowerment through e-commerce platforms under the background of the rural revitalization strategy. The research shows that the Jianzhan industry in Jianyang District has a unique cultural background and a profound historical heritage. With the promotion of e-commerce platforms, it has gradually expanded its market space and promoted the development of the local economy. However, with the rapid development of e-commerce, the Jianzhan industry in Jianyang District also faces a series of problems in e-commerce dissemination. This paper proposes strategies such as building a “government-platform-craftsman” trilateral collaborative mechanism and innovating digital narrative strategies, hoping that the Jianzhan industry can promote the continuous growth of the local economy while promoting the inheritance and innovation of traditional culture, thereby fully implementing the rural revitalization strategy.