Research On Productive Protection And Commercial Communication Of Intangible Cultural Heritage In Xianfeng County

As an important part of our national culture,intangible cultural heritage is worthy of being remembered and disseminated by all.The success of applying for the World Heritage of Chinese Toast Heritage represented by Tangya Tusi City Site has prompted the Enshi Tujia and Miao Autonomous Prefecture Xianfeng County to receive the attention of China and the world and also worthy of attention is the rich intangible cultural heritage of Xianfeng County.Through careful analysis of the development status of intangible cultural heritage in Xianfeng County,the author will study the problems existing in the productive protection of intangible cultural heritage in Xianfeng County at present,and propose corresponding measures to solve the problems related to commercial communication.This paper takes the field investigation method as the main research method and the in-depth interview method as the auxiliary method.The author went deep into the Enshi Tujia and Miao Autonomous Prefecture of Hubei Province and Xianxian County to conduct on-the-spot investigations,and conducted one-on-one interviews with local residents and relevant department staff to explore the status of productive protection of intangible cultural heritage in Xianfeng County.Through investigation,the author found that as a typical minority administrative county,Xianfeng County not only has a superior natural geographical environment,but also has a large number of material and cultural heritage and intangible cultural heritage,especially the intangible cultural heritage.The intangible cultural heritage of Xianfeng County is diverse,with hierarchical protection,ten categories,and a large number of inheritors.It ranks among the top 8 counties in the Enshi Tujia and Miao Autonomous Prefecture.However,the intangible cultural heritage of Xianfeng County is also facing a crisis,the phenomenon of extinction is serious,the subject of protection is unknown,and there are inadequacies in development.In this regard,the author focuses on the status quo of the productive protection of intangible cultural heritage in Xianfeng County,and finds that the productive protection of intangible cultural heritage in Xianfeng County has been gradually carried out,but there are still deficiencies,including the productive protection of academic and practical circles.Insufficient understanding of the importance,lack of awareness of commercial use by the inheritors,lack of financial support for the inheritors,lack of raw materials for “non-legacy” products,limited means of communication,and five channels for the establishment of sales channels.In view of the problems existing in the productive protection of the intangible cultural heritage in Xianfeng County,the author believes that commercial communication is the fundamental factor to promote its development.The academic community has three main attitudes towards productive protection,including support,opposition and limited support.Communication is the main content of the protection of intangible cultural heritage.Commercial communication is also closely related to the productive protection of intangible cultural heritage.Commercial communication,which is mainly based on the maintenance of ethnic diversity and supplemented by economic interests,is an effective measure for productive protection.Commercial communication has three characteristics: the broadness of communication subject,the primacy of cultural protection and the diversity of communication means,including business-oriented business communication activities,commercial communication activities mainly based on government departments,and industry associations.Commercial communication activities.In view of the above-mentioned problems of insufficient production protection of intangible cultural heritage in Xianfeng County,it can be alleviated by formulating commercial communication strategies,including expanding the main body of communication,covering enterprises,governments,and industry associations,and enriching means of communication.Highlighting cultural characteristics and strengthening communication methods,using multimedia to disseminate national culture in three aspects,specifically implementing the Xianfeng geographical indication products with "non-legacy" characteristics,creating "non-legacy" brands that highlight Tujia culture,and designing products containing historical and cultural elements.Packaging,cultural marketing,talk about the story of Xianfeng,and build a systematic e-commerce platform and other commercial communication strategies,in order to alleviate the inadequacies of the productive protection of the intangible cultural heritage in Xianfeng County,and use this as a guide to promote other places.The "non-legacy" culture has achieved good and fast development.