“互聯(lián)網(wǎng)+文化IP”下的非遺品牌發(fā)展研究

——以上海燈彩為例

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This article reviews and analyzes the current situation and progress in digital development of intangible cultural heritage industry. Taking Shanghai Colored Lantern Making as an example， this article probes into the marketization prospects of intangible cultural heritage derivatives from the perspective of the current development situation of intangible cultural heritage culture， the new development path of cultural industry IP and the challenges for the digital cultural industry.

自2005年正式啟動(dòng)非物質(zhì)文化遺產(chǎn)保護(hù)工作以來，各個(gè)非遺項(xiàng)目都在政策扶持的基礎(chǔ)上積極尋找自身發(fā)展的途徑，以實(shí)現(xiàn)自給自足。（剩余4635字）