The Paths And Problems In Commercial Communication Of Intangible Cultural Heritage

Located in the southwest of Hubei Province,the ethnic regions is the habitation of Tujia and Miao minorities.Owing to natural and historical backgrand,the minority areas is the typical undeveloped place in Hubei Province,with poor economic foundation and weak productive development.However,the characteristic culture resources is rich in ethnic regions,with a planty of intangible cultural heritage assets.Therefore,how to promote the economic development by using original resources in the ethnic areas of Hubei has become an important research project.Commercial communication is a concept relative to cultural communication and social communication.Commercial communication,also known as Business communication,is a transmission behavior on the purpose of economy.Through various means to pass information,in order to obtain the commercial interests.Since commercial communication of intangible cultural heritage is an important part of Productive protection,the research will contribute to the protection of intangible cultural heritage.Through the research of intangible cultural heritage in minority regions of Hubei Province,we found out three transmission paths: geographical indications,tourismand exhibition.On the basis of field investigation and the data analysis,the author found out business communication process mainly has following problems: the limitations of communication subjects,the single dissemination channels,the poor information,the simple dissemination ways,certainly,the result turns out badly.In the light of these problems,we try to put forward some suggestions to provide new ideas for the commercial dissemination of the intangible cultural heritage.Firstly,we should clear out the purpose is to promote the production of intangible cultural heritage protection;secondly,the spread of intangible cultural heritage is to keep the balance of economic benefits and social benefits;lastly,through electronic commerce for business communication,we hope to find out a new way in digital time.