Research On The Inheritance And Transformation Of Intangible Cultural Heritage

Intangible cultural heritage(or ICH,for short)is being transformed into a new cultural and creative product through a way of "cultural and creative products" and "consumption".This creative products based on intangible cultural heritage(or ICH-CCP,for short)is becoming more and more popular because of its distinctive features and cultural charm,especially after being integrated into the modern design,and it has discovered a new consumer market,which promotes its self-inheritance and transformation.At the same time,the improvement of modern consumption level also provides a great space for the transformation and development of ICH-CCP,and the customized consumption experience will be highlighted in the marketing of brand product based on ICH-CCP.After having a reasonable understanding of the current situation of the ICH-CCP's inheritance and transformation,the author puts forward to add a customization link in the ICH-CCP-based brand product design to transform the original marketing mode.And we take imperial kiln gold brick as a carrier,establish the cultural brand of " Imperial Kiln Pin ",put forward the conceptual model of its brand and the customized method of series products.And then through the brand study,we conduct the specific product design and practical manufacture,as well as propose the suggestions of brand marketing.The final results of this study can be referred by the imperial kiln gold brick factory,meanwhile,it complements the theory of the inheritance and transformation practices of intangible cultural heritage.