Research on Development Mode of Intangible Cultural Heritage in E-commerce Platform

At present, e-commerce live broadcasting has become a new way of inheritance of intangible cultural heritage. Nanjing Yunjin as a traditional Chinese intangible silk handicraft, known as "inch Jin inch gold", has a history of more than 1,600 years, and retains the traditional weaving skills of jacquard wood machine. However, with the development of modern science and technology, Yunjin has gradually been flooded by modern industrial waves. Taking Nanjing Yunjin as an example, this paper focuses on the research on the inheritance and development mode of intangible cultural heritage on the e-commerce platform. Through questionnaire survey and online interview, this paper conducts in-depth analysis and research on the current status, problems and measures of Nanjing Yunjin, and proposes three innovative development modes of intangible cultural heritage under new media, in order to provide reference for the dissemination of other intangible cultural heritage.