Research on the Marketization Path of Intangible Cultural 
Heritage and the Sustainable Model of National Handicraft 
Cooperatives

Xi Wu; Jinsi Zhang; Jing Pu; Lige Tong

doi:10.70711/rcha.v3i10.8290

Research on the Marketization Path of Intangible Cultural Heritage and the Sustainable Model of National Handicraft Cooperatives

Xi Wu, Jinsi Zhang, Jing Pu, Lige Tong

Abstract

In the context of intangible cultural heritage protection and cultural industry development, national handicraft cooperatives face
market - oriented sustainable development challenges. This study uses industrial chain theory and case studies to analyze the whole - chain
path of intangible cultural and creative products. It evaluates three models (cooperative - led, platform incubation, and IP licensing) in terms
of feasibility and impact. Then, it constructs a symbiotic model, proposes a development index system, provides guidance and a blueprint for
local practice, and promotes the interaction between cultural protection and industrial development.

Keywords

Intangible cultural heritage; Cultural and creative products; Market - oriented path; Sustainable business models; Handicraft cooperatives; Industrial chain

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References

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Jiangsu Province. http://wlt.jiangsu.gov.cn

[4] Song, Junhua. (2017). Cultural and Creative of the Forbidden City. Museum oLi, Jun. (2019). Ecological Construction and Commercialization of Regional Intangible Cultural Heritage IP: Huaxian Shadow Puppetry Case. Ethnic Art Studies, 32(4), 88 - 95.

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DOI: http://dx.doi.org/10.70711/rcha.v3i10.8290

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