Research on the Commercialization Pathways of Traditional Culture Empowered by Digital E-Commerce—A Case Study of Henan Province

在国家文化数字化战略背景下，数字电商作为传统文化商业转化的新型基础设施，正通过技术赋能重构文化价值链条。本文以河南省为例，系统梳理其传统文化资源禀赋，剖析数字电商在文化符号数字化、市场网络全球化等方面的作用模式，揭示当前存在的品牌价值开发不足、数字化运营能力薄弱、产品同质化等结构性矛盾，并从品牌建设、人才培养、产品创新三方面提出协同优化策略，总结出数字电商助力传统文化实现商业价值的有效路径，为河南省乃至其他地区传统文化的传承与发展提供理论参考和实践借鉴。Under the national cultural digitization strategy, digital e-commerce, as a new infrastructure for the commercial transformation of traditional culture, is restructuring the cultural value chain through technological empowerment. Taking Henan Province as a case study, this paper systematically examines its endowment of traditional cultural resources and analyzes the mechanisms by which digital e-commerce facilitates the digitization of cultural symbols and the globalization of market networks. It identifies structural challenges such as underdeveloped brand value, weak digital operational capabilities, and product homogeneity. Furthermore, collaborative optimization strategies are proposed from three dimensions: brand building, talent cultivation, and product innovation. The study summarizes effective pathways for digital e-commerce to enhance the commercial value of traditional culture, offering theoretical and practical insights for the preservation and development of traditional culture in Henan and other regions.