The Sustainable Development of the National Festival of E-Commerce—Taking Guizhou Taijiang Sister Festival as an Example

随着我国经济社会的高质量发展，人们越来越注重精神层面的需求。民族节庆在促进民族文化的传播、交流等方面都发挥着重要作用。贵州台江姊妹节作为一项具有深厚文化底蕴和独特民族特色的节庆活动，近年来与电子商务的融合日益紧密。在数字经济时代，电子商务通过构建文化传播新场景、激活文化传承内生动力等方式为民族节庆的可持续发展提供了多维解决方案。本研究以贵州台江姊妹节为典型案例，探讨电子商务赋能民族节庆可持续发展的可行路径。通过分析姊妹节与电商结合的现状及存在的问题，探讨其可持续发展的路径，旨在为民族节庆文化的传承与创新提供新思路，助力地方经济。As China’s economy and society develop at a high quality, people are increasingly focusing on spiritual needs. Ethnic festivals play a crucial role in promoting the spread and exchange of ethnic cultures. The Guizhou Taijiang Sister Festival, with its rich cultural heritage and unique ethnic characteristics, has seen a growing integration with e-commerce in recent years. In the digital economy era, e-commerce offers multi-dimensional solutions for the sustainable development of ethnic festivals by creating new cultural dissemination scenarios and stimulating the intrinsic motivation for cultural inheritance. This study uses the Guizhou Taijiang Sister Festival as a case study to explore feasible pathways for e-commerce to empower the sustainable development of ethnic festivals. By analyzing the current status and existing issues of the integration of the Sister Festival with e-commerce, the study aims to provide new ideas for the inheritance and innovation of ethnic festival culture, thereby supporting local economic growth.