目的 通过形式上的线上和线下、级别类型和接受群体上的分层分类传播，扩大凤翔泥塑的民众认识度，在产业融合发展中，构建凤翔泥塑适应社会变迁、不断更新发展的生态模式。方法 在弘扬优秀传统文化要求及文创产业良好发展趋势的背景下，研究从消费侧的民众认知与需求，供给侧的协同创新两方面，梳理凤翔泥塑等非遗项目民众认知度低、创新发展不足的现代适应性问题，分析传播渠道、创新重构、高等教育、产业平台、文化内力等资源和方式在其现代适应性发展中的促进作用。结论 凤翔泥塑等非遗资源需要在新的发展模式下，不断形成具有文化影响力、市场竞争力的产品，并参与到大众日常消费生活中，从而在服务区域经济发展、乡村振兴的同时，提升其现代适应性的创新发展能力。

The public awareness of Fengxiang clay sculpture can be expanded through online and offline forms, hierarchical and classified dissemination of level types and receiving groups. In the process of industrial integration and development, an ecological model of Fengxiang clay sculpture can be built to adapt to social changes and constantly update and develop.Under the background of carrying forward the requirements of excellent traditional culture and the good development trend of cultural and creative industry, from public cognition and demand on the consumer side and collaborative innovation on the supply side, the study sorts out the modern adaptability of Fengxiang clay sculpture and other intangible cultural heritage projects with low public awareness and insufficient innovation and development, analyzes the promotion role of resources and methods such as communication channels, innovation and reconstruction, higher education, industrial platform and cultural internal force in its modern adaptive development.Fengxiang clay sculpture and other intangible cultural heritage resources need continuously create products with cultural influence and market competitiveness under the new development mode, and be integrated in the daily consumption life of the public, so as to improve the innovative development ability of modern adaptability while serving regional economic development and rural revitalization.