The living inheritance of intangible cultural heritage (ICH) bears an inherent coupling relationship with rural cultural revitalization in ethnic minority areas, and e-commerce is increasingly serving as a novel channel connecting ICH resources in Tibetan regions with external markets and youth populations. Taking the Ecommerce major at Gansu Minzu Normal University, situated in Gannan Tibetan Autonomous Prefecture, as a case study, this paper draws on secondary data from university official websites, government public materials, and published scholarship to examine how an applied undergraduate program engages in ICH inheritance through four pathways: talent cultivation, practical training platforms, faculty-student teams, and university-local cooperation. The study finds that the program has preliminarily established a fourdimensional linkage framework of resources–actors–platforms–institutions, and has manifested an institutional awareness of serving cultural development in Tibetan areas across live-streaming training, competition-based education, and university-local negotiations. Nevertheless, persistent shortcomings remain, including shallow integration between the program and ICH, a shortage of bilingual and interdisciplinary faculty, weak standardization and supply chains for ICH products, tension between cultural authenticity and commercialization, and an absence of sustainable mechanisms. Accordingly, this paper proposes countermeasures encompassing deepened curriculum embedding, co-construction of faculty teams and workshops, improved supply chains and branding, and the establishment of authenticity review and long-term cooperation mechanisms, so as to provide transferable lessons for e-commerce programs in comparable universities in ethnic minority regions to support ICH inheritance.

CHEN Chenwei,"A Case Study of the E-commerce Major Serving Intangible Cultural Heritage Inheritance in Tibetan Areas: Taking Gansu Minzu Normal University as an Example" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(5): Page(944-954) September - October 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.