01237nas a2200133   4500000000100000000000100001008004100002100001700043245018200060300001200242490000700254520082800261022001401089                                       d1 aJing-yi Wang00aResearch on the entrepreneurship of traditional technology of intangible cultural heritage in the productive protection mode-taking Yongchuan fermented soya beans as an example.  a171-2000 v433 aIntangible cultural heritage is the concentration and accumulation of national history and traditional culture, take the Chinese well-known Yongchuan fermented soya beans as an example, discuss the entrepreneurship of traditional technology of intangible cultural heritage in the productive protection mode. Yongchuan fermented soya beans face with the problem of decreasing production enterprises, low production and sales ratio and weak brand influence. By analyzing, the causes of those problems can be summed up as intensely competitive market, limited enterprise strength, long production cycle, high cost and low customer loyalty and dependency. In the end, put forward the "three joint" productive protection suggestions, which are combined with scientific research institutions, media industry and tourism industry.  a1000-9973