Research on Innovative Communication of Cultural Heritage under the Guidance of Cultural Concepts in the New Era - Taking the Inheritance of Chengdu Lacquer Art as an Example

Guided by the cultural philosophy of the new era, this article focuses on Chengdu lacquer art, a national-level intangible cultural heritage, and explores its innovative dissemination and "revitalization" path in the contemporary new media environment. Through methods such as literature research, interviews, questionnaire surveys, and SECI model analysis, the article systematically analyzes the current dissemination status, opportunities, and challenges faced by Chengdu lacquer art, and proposes a "revitalization" dissemination strategy based on the new media context. The research aims to bring Chengdu lacquer art back into the public eye through dynamic reconstruction, restore its cultural and economic value, and provide a reference for the protection and dissemination of similar traditional craft-based cultural heritage. The research results show that the dissemination advantages of new media provide important opportunities for the "revitalization" of Chengdu lacquer art, and the stage analysis based on the SECI model helps to build a systematic dissemination path. This article ultimately proposes strategies such as broadening dissemination channels, strengthening brand image design, and constructing a dissemination chain, in order to achieve the cultural inheritance and modern development of Chengdu lacquer art.