过去的十几年,我国的非物质文化遗产完成了初始项目和传承人品牌的累积。经过市场洗礼的传承人已经意识到只有品牌化才能更有效进行非遗的传承和发展,其中不乏取得了社会效益和经济效益双丰收的例子。但不可忽视的事实是,还有很多非遗传承人仍处于苦苦挣扎的边缘。到底如何让非遗从被“供养”的神坛走进人们的生活,让非遗资源成为中华民族最为独特、最为丰富的财富的同时,进一步推动非遗的传承和发展。这是很多非遗业界人士关心的问题。 Over the past ten years, China’s intangible cultural heritage has completed the accumulation of initial projects and inheritor brands. The successors who have been baptized by the market have realized that only branding can effectively carry on the inheritance and development of non-heritage. Many of them have achieved the double harvest of social and economic benefits. But the fact that can not be ignored is that many non-genetic persons are still on the verge of struggling. In the end how to make the non-benevolence into the people’s life by being “fed”, so that non-bereaved resources become the most unique and richest wealth of the Chinese nation, at the same time, further promote the non-heritage heritage and development. This is a concern for many non-industry people.