Abstract：This study selects three Chinese intangible cultural heritage projects as the typical cases and explores the path of sustainable growth of Chinese intangible cultural heritage projects based on legitimacy theory. It is found that the growth of Chinese intangible cultural heritage brands has a certain life cycle, and there are certain differences in the corresponding protection and development strategies. In the dormant period, the Chinese intangible cultural heritage brand should be based on the arouse of the basic function, and simultaneously the communication and promotion policies should emphasize practical and pragmatic attributes; the Chinese intangible cultural heritage brand in the growth stage should be based on emotional connection with the consumer, focusing on the dissemination of normative legitimacy. However, if in the mature period, the brand development should be mainly based on cultural integration, focusing on the promotion of cognitive legitimacy.
牟宇鹏，郭旻瑞，司小雨，周玲，汪涛. 基于中国非遗品牌可持续性成长路径的案例研究[J]. 管理学报, 2020, 17(1): 20-.
MOU Yupeng，GUO Minrui，SI Xiaoyu，ZHOU Ling，WANG Tao. Research on the Sustainable Growth Path of Chinese Intangible Cultural Heritage. Chinese Journal of Management, 2020, 17(1): 20-.
