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| Research on the Sustainable Growth Path of Chinese Intangible Cultural Heritage |
| MOU Yupeng，GUO Minrui，SI Xiaoyu，ZHOU Ling，WANG Tao |
| 1. China University of Mining and Technology, Xuzhou, Jiangsu, China; 2. Wuhan University, Wuhan, China; 3. Hunan University, Changsha, China |
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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.
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Received: 21 June 2019
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