Exploration of the Integration and Innovation of Xi'an Shadow Puppetry Art and Commerce and Its Commercialization Path

As an ancient traditional folk art in China, Xi'an shadow puppetry carries rich cultural connotations. However, it faces inheritance difficulties in modern society. This paper aims to study the integration and innovation of its art and commerce as well as the commercialization path. Through methods such as literature research, field visits, interviews, questionnaires, and case analysis, it deeply analyzes the current situation, explores problems, and proposes strategies. The research finds that Xi'an shadow puppetry can achieve commercial development through product and service innovation, brand marketing, business cooperation, and diversified profit - making. At the same time, innovation in performance and inheritance models can help it adapt to modern market demands, promote its inheritance and development, and provide reference for the commercialization of traditional arts.