“互联网+文化IP”下的非遗品牌发展研究

——以上海灯彩为例

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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年正式启动非物质文化遗产保护工作以来，各个非遗项目都在政策扶持的基础上积极寻找自身发展的途径，以实现自给自足。（剩余4635字）

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