基于水浒文化的山东水浒品牌的塑造与推广

Shaping and Promoting Shandong Shuihu Brand Based on the Water Margin Culture

大众对水浒文化的肯定与尊崇,决定人们附加于水浒文化的诉求所涉及的广度和深度会有所变化,故水浒故事不可能一直以文学、曲艺及影视等形式存在,它需要以全新的形式进入现实生活,以便人们更好地从中感受,由此,也就形成了和水浒有关的文化旅游、特色产品、特色产业等水浒品牌。对水浒文化的精准且富有时代性的阐释,对水浒品牌的塑造与推广有着很大的作用。

The public’s affirmation and respect for the Water Margin culture determines that the breadth and depth of people's appeal to the culture will change.Therefore,the Water Margin story cannot always exist in the form of literature,folk art,film and television.It needs to enter the real life in a new form so that people can feel it better.As a result,the brand of Shuihu,such as cultural tourism,special products and special industries related to Shuihu,has been formed.The precise and epochal interpretation of Water Margin culture plays an important role in shaping and promoting Shuihu Brand.