Research On Intangible Cultural Heritage Publishing Activities Of Qingdao Publishing House

The 14 th Five-Year Plan for the Protection of Intangible Cultural Heritage defines the general requirements,main tasks and safeguard measures for the protection of intangible cultural heritage（hereinafter referred to as "intangible cultural heritage"）,and systematically deploys the intangible cultural heritage protection during the 14 th Five-Year Plan period.As a traditional form of communication,publishing houses not only respond to the national strategic needs,but also promote the sustainable development of social economy through the innovative mode formed by modernization transformation and intangible cultural heritage.This paper takes Qingdao publishing house as a typical case to study its integration and innovation with intangible cultural heritage under the influence of modern elements.And an further analysis on the achievements and existing problems will be offered.On the one hand,it summarizes the successful experience and practices of Qingdao publishing house so as to provide reference on the integration of intangible resources for other publishing houses.On the other hand,for the development planning of Intangible Cultural Heritage Publishing,targeted suggestions will be put forward from the aspects of optimizing book content,expanding communication channels and promoting marketing innovation in combination with the latest development status and trends in the communication era.This paper chiefly lays emphasis on the publishing achievements and integration ＆ innovation mode of New Year pictures resources of Qingdao publishing house.Concretely,its publishing approaches such as the publishing of intangible cultural heritage themed books,the construction of New Year pictures database and the presentation by VR/AR technology are analyzed.The integration and innovation mode of New Year pictures resources of Qingdao publishing house is an important way in its innovation and development.It strengthens the publicity of New Year picture publishing through various forms,channels,carriers and products,creates a new development mode for New Year pictures publishing,and realizes the innovative transformation and creative development of new year pictures resources.Qingdao publishing house has combined New Year pictures with research and learning,cultural and creative products,art fields and media platforms,strengthened the exploration of extending the copyright of New Year pictures,and energized the development and dissemination of New Year pictures.As for social development,Qingdao publishing house deeply grasps the value of New Year pictures in innovative ways,clarifies the advantages of New Year pictures’ publishing,makes continuous efforts in various fields,and promotes the integration and innovation of New Year pictures’ publishing.