The Model of “Internet and Intangible Heritage” Reviving Rural Industry – A Case Study of Chenghe Willow Weaving

Abstract

Chenghe Willow Weaving, a traditional handicraft art with a long history, is an intangible cultural heritage in Hubei Province. It forms glorious cultural deposit and has great artistic value. Now, the continuation of Chenghe Willow Weaving not only injects new vitality into the local rural economy but also helps rural revitalization to a certain extent. However, it faces challenges such as difficulties in inheriting and promoting of the products, insufficient industrialization, poor ability in entrepreneurs’ innovation. Based on the booming Internet economy, after conducting an in-depth analysis of the developing state of Chenghe Willow Weaving and its bottlenecks, this article proposes a series of practical suggestions. Under the model of the combination between the Internet and the intangible heritage, it aims to promote the inheritance and innovation of Chenghe Willow Weaving. Specifically, it includes establishing professional production management team and subdivided production team, enriching brand culture, full use of Internet. It is believed that the industrial development of Chenghe Willow Weaving can be effectively promoted, achieving sustained prosperity of the rural economy. Also it is hoped that this will give some reference for other traditional handicraft industries.