Research On The Commercial Marketing Of Intangible Cultural Heritage Weinan Shadow Puppets

The intangible cultural heritage is the treasure of human civilization.It contains unique values and spiritual connotations,and is the condensation and inheritance of national cultural consciousness.Strengthening the protection of intangible cultural heritage is an important part of inheriting the excellent culture of the Chinese nation and flourishing the advanced culture of society.In recent years,our government and academia attach great importance to cultural research,especially the traceability of intangible culture and culture.In February and May 2015,General Secretary Xi Jinping visited Shaanxi twice and put forward the instructions for "tracing back to the source,finding the root and soul" of historical culture.When it comes to "source,root and soul",the key is to "find soul".It emphasizes the essence of culture and deep-seated value issues.Weinan Shadow Picture is one of the first cultural treasures selected into the list of intangible cultural heritage and one of the important representatives of Shaanxi folk culture.This paper discusses the commercial marketing of Shaanxi Weinan Shadow Picture,which is not only conducive to promoting Chinese traditional handicraft culture,enriching Chinese cultural image symbols,but also conducive to enriching cultural tourism products,driving the secondary consumer market of literary travel industry,and contributing to the promotion of regional economy.In this paper,the intangible cultural heritage of Weinan shadow play as the research object,comprehensive use of literature research methods,field work research methods,questionnaires and other methods,starting from literature and theory,elaborated the background and significance of the paper research,defined the concept of intangible cultural heritage,marketing and commercial marketing,from the commercial marketing of intangible cultural heritage research at home and abroad.Based on the relevant enlightenment,this paper analyses the current situation of Weinan shadow film commercialization marketing from four aspects:product,price,channel and publicity.Then it investigates the consumer market of Weinan shadow film through questionnaire survey.Based on the analysis of the two parts,the problems in the commercial marketing of Weinan shadow play are put forward.mainly including: serious homogeneity of products,inadequate interactive experience content;narrow marketing channels and similar types.Competition in the market is fierce;the industry is short of talent,lack of publicity and promotion;lack of price competition,legal protection needs to be improved.Finally,taking Kunqu Opera and paper-cut as examples,this paper analyses its Enlightenment on the commercial marketing of Weinan shadow play,and puts forward some countermeasures to optimize the commercial marketing of Weinan shadow play based on the above problems.I hope this study can effectively promote the inheritance,protection and development of the intangible cultural heritage of Weinan shadow play.It opens up a new path for the commercialization marketing of intangible cultural heritage.