Optimization of Jiangxi Merchant Culture Empowering Intangible Cultural Heritage Inheritance Based on System Dynamics and Brand Value Evaluation

Abstract

In the context of the rural revitalization strategy, intangible cultural heritage inheritance and industrialization are the key paths to activate the endogenous power of rural areas, and the spiritual connotation of Ganshang culture provides a unique cultural empowerment dimension for intangible cultural heritage to empower rural revitalization. In this paper, focusing on the three core problems of inheritance fault, weak brand competitiveness and unbalanced industrial driving effect, this paper constructs the inheritor system dynamics model, the multi-level fuzzy evaluation model of brand competitiveness and the spatial correlation model of industrial driving effect. Through model simulation and empirical analysis, the dynamic evolution mechanism of Ganxi merchant culture into the intangible cultural heritage industry chain is revealed, the key influencing factors of brand competitiveness are quantitatively evaluated, and the characteristics of industrial spatial correlation network are identified. The results show that there is polyhomeostasis in the inheritor system, and it is necessary to break through the low-level equilibrium through the incentive mechanism. brand competitiveness is mainly affected by cultural story dissemination and product innovation; The industry-driven effect presents a core-edge structure, and a linkage development mechanism needs to be built. This study provides quantitative decision-making support for the empowerment of Ganzhou merchant culture and intangible cultural heritage, and provides a scientific basis for the optimization of rural revitalization paths.