Research on the Path of Building a Regional Public Brand for Hainan Li Brocade

海南黎锦作为中国非物质文化遗产的代表，被联合国教科文组织于2024年12月列入人类非物质文化遗产代表作名录，黎锦不仅承载着丰富的历史文化价值，也是中华民族传统文化的重要组成部分。多年来海南对黎锦的非遗保护和抢救，取得了一定的成效，但海南黎锦市场化发展仍处于初级阶段，如何利用市场更好地激发海南黎锦非遗文化的价值，以市场化推动海南黎锦非遗传承保护工作。文章以区域公用品牌理论为基础，结合海南黎锦的文化属性与产业现状，尝试分析以政府支持、文化赋能、产业融合、人才培养为核心的品牌构建路径，为非遗区域公用品牌发展和构建提供理论参考与实践启示。As a representative of Chinese intangible cultural heritage, Hainan Li Brocade was included in the name list of human intangible cultural heritage by UNESCO in December 2024. Li Brocade not only bears rich historical and cultural value but also is an important composing part of Chinese national tradition and culture. For years, Hainan has carried out protection and rescue on Li Brocade and made some achievements; however, the market of Hainan Li Brocade is now under-developed. How can we make use of the market to promote the value of Hainan Li Brocade as intangible cultural heritage and how can we promote its inheritance and protection by the market? Based on the regional public brand theory and combining the cultural attribute and industry status quo of Hainan Li Brocade, this paper tries to analyze the path of building a brand centered by cultural empowerment, government leading, industrial integration and innovative development, so as to provide theoretical reference and practical enlightenment for the development of a regional public brand for Hainan Li Brocade.