ICH and E-Commerce: Bridging Tradition and Modernity in Cultural and Creative Products

The development of intangible cultural heritage cultural and creative products is an important channel for revitalizing intangible cultural heritage, and the e-commerce platform is a good way to promote and disseminate intangible cultural heritage cultural and creative products. Through literature research and online research, this study analyzes the current situation, innovative changes, and value effects of intangible cultural heritage cultural and creative products development, and explores the dilemmas and challenges faced by intangible cultural heritage cultural and creative products development. This paper proposes the "intangible cultural heritage cultural and creative products + e-commerce" mode, which provides reference for stimulating the creativity of intangible cultural heritage cultural and creative products development and effectively promoting the revitalization of intangible cultural heritage, so as further deepens the innovation protection and dissemination of intangible cultural heritage.