Researches on the Creative Products Development Mode of Intangible Cultural Heritage — Take New Year Pictures of Mianzhu, Sichuan as an Example

The intangible cultural heritage are gems of Chinese art. Intangible cultural heritage resources can bring new development opportunities for creative industry. Taking the New Year Pictures of Mianzhu, Sichuan as an example, this essay analyzes the facts influencing the creative products development of intangible cultural heritage and summarizes its driving mechanism, which is realized by the support from the government, development from the enterprises and the imagery improvement of the products. Considering the intangible cultural heritage s modern economic utility and products consumer market, under the background of the intangible cultural heritage s protection, inheritance and reorganization of modern industry, this essay also discusses the creative products development mode of intangible cultural heritage based on a three-layered target markets radiation area composed by the central market, fringe market and the external market. This article also discusses the classification of the creative products and the framework of design development through the case of Mianzhu New Year Pictures.