Exploration Of The "Two Innovations" Model Of China’s Intangible Cultural Heritage From The Perspective Of Cultural Value Chain

The rapid development of media technology has given rise to a new wave of modernization and global dissemination of traditional culture worldwide,and China is no exception.Since the 18th Party Congress,the Party Central Committee,with Comrade Xi Jinping at its core,has attached great importance to the protection and promotion of outstanding Chinese traditional culture and put forward the important policy of "promoting the creative transformation and innovative development of outstanding Chinese traditional culture"(hereinafter referred to as the "two creations").At the same time,attaches great importance to the protection and utilization of intangible cultural heritage.At present,the industrial development of intangible cultural heritage is an important practical exploration of the "two creations" policy in the field of protection and development of intangible cultural heritage,which is of great significance to the inheritance and development of excellent Chinese traditional culture and the construction of a strong socialist cultural state.This paper intends to use the perspective of cultural value chain theory to study the industrial development of Taiwan’s Puppet Show and refine the cultural "two creations"model created in its industrialization practice.In 2006,Puppet Show was selected as the first batch of National Intangible Cultural Heritage,but with the rapid changes in the reality of the growing soil of the art,the inheritance and development of this art form are facing The recognition of this art form,especially among the youth groups,needs to be enhanced.However,the culture of PILI Puppet Show in Taiwan,which also originated in Fujian,has become one of the undisputed popular cultural forms in Taiwan basically realizing the "creative transformation and innovative development" of this intangible cultural heritage in modern society."Therefore,from the perspective of cultural value chain,this paper combines the relevant theories of communication science,compares the process of inheritance and development of Taiwan’s Puppet Show culture,analyzes its practices at each stage of the cultural value chain,and summarizes its development model formed by using industrialization means.The research content of this paper contains the following parts:first,through literature combing,we summarize the development of the culture of Puppet Show,especially its development trajectory after it was introduced to Taiwan from the mainland,focusing on the inheritance and development of the representative of Puppet Show opera in Taiwan;second,we study the experience of Puppet Show in creating the creative development end of the cultural value chain by making use of multiple cultures,which has gone through five generations of Thirdly,we will study the modern production model of PILI Puppet Show,which has been developed in practice.Thirdly,we study the modernized production mode of PILI Puppet Show in practice,in which PILI Puppet Show creatively introduces the modernized enterprise production model,controls the quality of cultural products with"linear" output,modernizes the production of traditional culture while actively learning from overseas advanced experience externally,opens up cultural boundaries through transnational cooperation,and changes the traditional carrying form of PILI Puppet Show,adapts it to the modernized commodity market,and realizes industrial transformation;fourthly,we examine the dissemination of PILI Puppet Show.Secondly,it has seized the current trend of"platformization" of cultural communication and innovated and transformed the content of communication,in addition to reasonable communication strategies such as market segmentation,clear audience positioning,"localization" and so on,In addition,reasonable communication strategies such as market segmentation,clear audience positioning,and"localization" also effectively contribute to the dissemination of this art form;fifth,to investigate the consumption and experience of PILI Puppet Show,to compile a questionnaire to investigate the media consumption motives of PILI Puppet Show audiences from the perspective of use and satisfaction,to explore the intrinsic needs and psychological motives of audience groups for PILI Puppet Show,and thus summarize the value chain of PILI Puppet Show.In this way,we can conclude the value realization of the consumption and experience end of the value chain of the cultural industry of PILI Puppet Show.There are many shortcomings in this study,such as the lack of in-depth theoretical research,the lack of extensive research,especially the crude design of the questionnaire,and the inability to visit Taiwan in person due to the geographical span and other factors.However,it is hoped that the "two creations" model of PILI Puppet Show,which utilizes cultural industrialization and implements creative development,linear production,scientific dissemination,and respect for audiences at each node of the cultural value chain,will provide a reference for the development of similar types of excellent traditional cultures,including intangible cultural heritage.