Based On The Intangible Cultural Business Model Innovation Design Research

In terms of the development of intangible cultural design, the gap has been shrinking between regions and countries which were in the margin the world map, and developed countries as the course of globalization has been developing rapidly. By virtue of the exploration of local culture, Brazil, India and other developing countries and regions have been squeezing onto the stage of world design. Furthermore, a trend of cooperating with the government, non-profit organizations, private enterprises, workshops, craftsmen, interdisciplinary innovation teams and social network platforms in design, production and marketing has also been formed in developed Western countries, which are taking the lead in design in many aspects. A large number of cultural innovation brands which manifest regional characteristics have been derived, and the expansion and development of local culture and industry have been facilitated.From the perspective of business, the development of intangible culture has brought new opportunities and conditions for marketing. Under the increasing fierceness and product homogeneity in the market, it has gradually attracted attention and acquired its own position. From the perspective of design, when designers are arousing people’s sense of social responsibility, morality and cultural identity, and targeting at special groups’ specific demands, they will often make attempts to complete concrete design originalities with appropriate methods that are more consistent with the practical requirements. During this process, many restrictive factors that are based on the regional cultural design, become the starting point and objective of these originalities.The analysis of regional intangible culture and the current development of the business model based on the local knowledge system are taken as the starting point in this paper. The positive role that the business model plays through intangible cultural heritage in inheriting culture and enhancing the influence of regional brands, expanding the participants, improving the mode of operation, sublimating the organizational goals, and further forming sustainable design strategies has been confirmed,and the necessity of innovating the business model has been clarified. Furthermore, in consideration of opportunities and challenges confronted with intangible cultural development, new channels, design harvests, Airbnb, "Track2000" community recycling service center are selected as the object of research for case study. A comparison is conducted in the similarities and differences in the independency of operation, the mode of providing products and services, and the development model, together with value reflection and social integration. The sustainability-oriented and emotion-driven method of designing the business model for intangible culture is achieved. Afterwards, how to take sustainable design as a means of excavating the intelligence crystallization and emotional value of regional intangible cultural heritage is further discussed. Through the act on the various layers, such as product, service, experience, system and the business model, sustainable competiveness is provided to the brand. Furthermore, how to develop transregional and transcultural exchange, and mold regional characteristics that can be identified, and further create more employment opportunities and investment environment to implement the value transition of regional tangible culture through the innovation of the content of the business model which is driven by emotions is also discussed.In the end, through the introduction of the practical innovative design project on social welfare that the author participates in, the methods of designing the business model for regional commonweal brands are continuously improved. Moreover, the design of the business model in the marketing, swift update, experience service and excavation of users’deep demands of "Mango V Ceramics", a brand of Ya’an grit utensil, is taken as an example. The method of emotion-based innovation in the business model of commonweal brand, as well as how to integrate local resources, enterprises and rear personnel to bring the design into the various links of social economy and innovation through a low-cost, efficient, cooperative, learning mode, and further implement the sustainable development of the business model is verified.The innovation in this paper lies in the organization and conclusion of the methods of designing the business model of regional intangible culture through the theoretical knowledge system and practical case study regarding business model. Moreover, the strategy and method of the innovation of the business model of regional intangible culture, which takes sustainability as the orientation and emotion as the driving force are proposed. Not only is this design strategy of integrating culture with business conducive to the protection and inheritance of intangible culture, it can drive the regional economic development by realizing the business goals. To a certain extent, this provides certain reference and basis to the future innovative design of the business model of commonweal brands.