Research on the entrepreneurship of traditional technology of intangible cultural heritage in the productive protection mode-taking Yongchuan fermented soya beans as an example.

Intangible 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.