非遗作为宝贵的历史文化资产一旦消失便无法再生，因此，近年来“活化”非遗已成为当下各级政府、文化机构、高校、企业、非遗传承人以及社会各界极力呼吁和研究的话题之一。尽管如此，非遗的保护工作至今仍然收效甚微，其主要问题在于我们只注重非遗技艺的保护与传承，而忽略了非遗存活的时代与土壤。笔者选取了我国非遗中的竹编技艺作为研究对象，深入到福建安溪和浙江安吉两地的竹编产地进行考察调研。从中发现：以家庭作坊式的传承非遗技艺的方式是无法“活化”非遗的，因为它脱离了非遗生存的条件——当代生活的需求。只有不断地创新非遗技艺，将家庭作坊式的生产方式提升到现代企业化生产的方式，导入品牌战略，采用现代化科技手段，研发新产品，提高产量，转型为当代文创产业，融入现代生活观念，让非遗走进千家万户，将百年技艺培育成百年品牌资产，提升产品附加值，才能真正实现“活化”非遗的目的。根据“四品一体，综合打造”的品牌理论，笔者以安吉竹编品牌“令竹”作为研究样本，进行深入分析与思考，从四品一体的层面提出改进的意见与建议。同时，结合“互联网+”手段助力其品牌传播的力度。总之，通过本课题研究得出的主要创新论点是：培育自主创新的品牌，在品牌核心价值诉求的统领下，进行全方位的品牌建设，是“活化”非遗的一个可行的重要途径。
As a valuable historical and cultural asset, intangible cultural heritage (ICH) can not be regenerated as it disappears. Therefore, in recent years, “ICH activation” has become a topic of great appeal and research at all levels of government, cultural institutions, universities, enterprises, ICH inheritors and all sectors of society. Despite this, the ICH protection work still has little effect, and the main problem is that we only pay attention to the protection and inheritance of ICH traditional crafts, while ignoring the era and soil of their survival.The author selected the bamboo craftsmanship of Chinese ICH traditional crafts as the research object, and went deep into the bamboo production areas of Fujian Anxi and Zhejiang Anji to investigate. It is found that the way of protecting in Craft Production cannot actually “activate” ICH, because it is separated from the conditions of ICH – the needs of contemporary life. Only by constantly innovating ICH traditional crafts, upgrading the craft production method to the modern enterprise production mode, introducing brand strategy, adopting modern technology, developing new products, increasing production, transforming into a contemporary creative industry, and integrating into modern life, ICH can naturally enter thousands of households, cultivate a hundred years of craftsmanship into a hundred years brand equity, and enhance the added value of products, in order to truly achieve the goal of "activation".According to the brand theory of “four qualities in one”, the author takes the Anji bamboo brand “Lingzhu” as a research sample, conducts in-depth analysis and thinking, and proposes opinions and suggestions for improvement from the level of four qualities. At the same time, combined with the "Internet +" means to promote the strength of its brand communication.In short, the main innovation arguments drawn from this research are: cultivating independent innovation brands and carrying out all-round brand building under the guidance of brand core value appeals is a viable and important way to “activate” ICH.
