Abstract: People often regard the handicraft intangible cultural heritage as something with fixed meanings and ignore the dynamic process of its own meaning change,which leads to the controversy about the cultural authenticity in the productive protection.Meaning conversion is inevitable in the process of inheritance,protection and development of intangible cultural heritage.By investigating the dynamic process of meaning conversion of woodcut New Year pictures and the phenomenon of "confusion of meaning",this paper probes into meaning reconstruction in productive protection,holding that only by constructing a good cultural and ecological environment,and by reconstructing the whole new meaning shared by the producers,consumers and elite intellectuals,can the true beauty and significance of theintangible cultural heritage be appreciated.

Key words: woodcut New Year pictures, meaning reconstruction, productive protection, intangible cultural heritage