Research on the Development Strategy of National Cultural Industry Based on E-Commerce Platform –Taking 'She' Nationality Township of Guixi City in Jiangxi Province as an Example

摘要

Under the background of the vigorous development of information consumption, the integration and innovation of internet and economic and social fields have been deepened. Ethnic tourism and cultural industry is an important part of China's cultural industry. With the background that the tourism and culture industry of ethnic minorities is facing the obstacle of real economic development, it is the key to explore the integration and development of e-commerce. Based on-the-spot visit to the ethnic cultural industry of "She" nationality town, Guixi city, Jiangxi Province, this paper uses the method of questionnaire to analyze and investigate the present situation and development attitude of the ethnic cultural industry. The results show that the small audience groups, the imperfect development mode of the ethnic cultural industry e-commerce are the key factors for its low efficiency of e-commerce. In view of the current situation of e-commerce development in recent years, based on the characteristics of ethnic tourism and cultural industry, this paper puts forward countermeasures and suggestions on the development path of combining ethnic culture with other regional cultural industries and applying various e-commerce modes.