资源拼凑理论视角下大学生非遗文创创业机制研究——以佛山联和社区为例

摘要

突破传统资源约束、推进跨界融合型商业模式创新，是激活非遗文化生态、培育文创领域新质生产力的重要路径。本文以资源拼凑理论为核心，结合生态系统理论动态演化逻辑，构建“手边资源识别—将就使用—创造性重构”分析框架，以佛山联和社区大学生非遗文创创业为案例，探究资源拼凑驱动商业模式创新的内在机制。研究发现，面对资金技术匮乏、非遗技艺传承断层、社会网络薄弱等创业困境，大学生创业者依托资源拼凑盘活乡村存量文化资源，通过认知重塑打破固有资源依赖，以敏捷试错验证创业可行性，借助网络拼凑实现多方价值共创，成功打造出集体验引流、IP赋能、产品变现于一体的复合型文创商业模式。本文突破传统静态研究范式，立足“认知—行动”动态演化视角展开分析，为破解非遗传承难题、赋能青年文创创业、构建非遗文创协同创新生态提供了理论参考与实践借鉴。

Abstract

Overcoming conventional resource constraints and advancing cross-sector integrated business model innovation are critical pathways for revitalizing intangible cultural heritage (ICH) ecosystems and cultivating new quality productive forces in the cultural and creative industries. Drawing on resource bricolage theory and incorporating the dynamic evolutionary logic of ecosystem theory, this study constructs an analytical framework of “identification of resources at hand—making do—creative reconfiguration.” Taking the ICH-based cultural entrepreneurship initiative by college students in Lianhe Community, Foshan, as a case, the paper examines the mechanisms through which resource bricolage drives business model innovation. The findings indicate that, when confronted with capital and technical shortages, intergenerational gaps in ICH craftsmanship transmission, and weak social networks, student entrepreneurs activate idle rural cultural assets through bricolage. They break path-dependent resource reliance by reframing cognitive schemas, validate entrepreneurial feasibility through agile experimentation, and orchestrate multi-actor value co-creation via network bricolage. In doing so, they establish a hybrid cultural business model that integrates experience-led customer acquisition, IP empowerment, and product revenue generation. Departing from static research conventions, this study adopts a dynamic “cognition–action” perspective. It offers both theoretical reference and practical guidance for addressing ICH sustainability challenges, empowering youth-led cultural entrepreneurship, and fostering collaborative innovation ecosystems in the ICH cultural sector.

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