目的 考察和分析忻州非物质文化遗产发展现状， 研究忻州非物质文化遗产传承与创新策略。方法 运用设计学、 传播学、 营销学剖析忻州非物质文化遗产的艺术特征， 通过实地调查研究忻州非物质文化遗产的传承策略。结论 通过品牌化传播策略， 为忻州发展文化产业和传承、 创新本市非物质文化遗产提供理论支持。忻州市政府要完善忻州非物质文化遗产保护的法律法规， 邀请高校科研机构深挖非物质文化遗产的文化价值， 搭建平台， 统筹规划， 提升忻州非物质文化遗产品牌传播效应，扩大非物质文化遗产的文化价值和经济价值。

It examines and studies the development status，inheritance and innovative strategy of Xinzhou intangible cultural heritage. The artistic feature of Xinzhou intangible cultural heritage is analyzed using design，communication and marketing study and the inheritance strategy is studied through field investigation. It provides the theoretical support for the development of Xinzhou cultural industry， the inheritance and innovation of intangible cultural heritage. First of all， the government should have the overall plans， improve the legislation and regulation，and create platforms for the tradition. Second， invite the college experts to study the cultural value of the intangible cultural heritage deeply. Third，promote the brand communication effect of Xinzhou intangible cultural heritage through the classified protection，integration and utilization，and improve cultural value and economic value of the intangible cultural heritage.