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The Frontiers of Society, Science and Technology, 2021, 3(7); doi: 10.25236/FSST.2021.030710.

Exploration on productive protection of intangible heritage in the era of scene marketing


Xuefeng Xiao

Corresponding Author:
Xuefeng Xiao

College of Humanities, Xi’an Shiyou University, Xi’an, 710000, Shaanxi, China


There are four main ways to protect intangible heritage: salvage protection, productive protection, integral protection and legislative protection. Among them, productive protection refers to the protection of intangible heritage and its resources into cultural products by means of production, circulation and sales, with the core of maintaining the authenticity, integrity and inheritance of intangible heritage and the premise of effective inheritance of intangible heritage skills. The article is devoted to how to carry out the productive protection of intangible cultural heritage in the scene era. Author deals the current situation of intangible heritage production protection, using Wu Sheng's scenario "four namely" theory, namely, product is scenario, cross-border is connection, sharing is access, popularity is flow, this paper puts forward the strategy of intangible heritage production protection from scenario perspective: combining consumer needs to form new scenario solutions, using cross-border cooperation to attract new user groups, expanding new promotion channels based on scenario sharing, to stimulate new consumption and Purchase Motives through popular detonation flow, making the return of intangible heritage to community and life, and enable it to be reflected and inherited in the daily life of millions of households.


Scene marketing, Intangible heritage, Productive protection

Cite This Paper

Xuefeng Xiao. Exploration on productive protection of intangible heritage in the era of scene marketing. The Frontiers of Society, Science and Technology (2021) Vol. 3, Issue 7: 51-58. https://doi.org/10.25236/FSST.2021.030710.


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