Research on IP-based Innovation and Communication Strategies of Intangible Cultural Heritage
In the new era,the key to the survival of intangible cultural heritage is to revitalize its dissemination and promotion,and increase its audience.Innovating the IPization of intangible cultural heritage makes it easier to capture the fleeting attention of the audience in a society of excessive dissemination.By spreading intangible cultural heritage through multiple channels online and offline,such as"Intangible Cultural Heritage IP plus Content","Intangible Cultural Heritage IP plus Tourism",and"Intangible Cultural Heritage IP plus Cultural and Creative Products",and constructing a full media dissemination matrix,it helps to expand the fan circle of intangible cultural heritage,expand its application value and economic value,effectively solve the self"hematopoietic"ability of intangible cultural heritage,and promote the sustainable inheritance and dissemination of intangible cultural heritage.
IPintangible cultural heritagecultural and creative productsattention economyidentification degree
NETL
NSTL
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