Taking Shandong Province as an example to discuss the ecological protection of "historical and cultural heritage"-Sichuan historical and cultural heritage

In the vast history, the Chinese nation has created splendid and colorful cultural heritage, which includes both tangible cultural heritage in material form and intangible cultural heritage mainly passed down by "oral transmission" in intangible form, and contains rich historical resources, cultural resources, economic resources, educational resources and scientific resources, which are precious memories of traditional cultures of all ethnic groups. It fully demonstrates the excellent cultural values and aesthetic ideals gradually formed by the Chinese nation in the historical process, embodies the profound cultural genes of the Chinese nation and embodies the rich cultural creativity of the Chinese nation, which has unique value and far-reaching significance for the survival and development of mankind.

In many kinds and types of Chinese intangible cultural heritage, traditional skills have become an important part. "Technology" expresses skills, originality and the power and technology to transform and improve natural things. "Art" expresses law, order, mind, and the wisdom and art of shaping applied things. Skills are the organic combination of practicality and artistry, individuality and individuality. The craft, materials, skills, procedures and tools it follows have inherited the precious wisdom, emotions, rules and aesthetic insights and achievements of human beings, and have shown us various cultural objects and cultural figures, allowing us to observe the richness of culture and the infinity of human intelligence. For thousands of years, traditional techniques have formed a complete and developed manual production system, involving all fields of human production practice and life needs, and formed countless specialized skills, skills and knowledge such as printing, brewing, squeezing, cooking, processing, wood carving, carving, firing, smelting, textile, printing and dyeing, embroidery and weaving. Among the 1028 intangible cultural heritage projects announced by the State Council, there are 186 traditional art projects. In February, 2009, the Ministry of Culture held a series of activities to show the traditional arts of China's intangible cultural heritage. In order to promote the great development and prosperity of culture, meet the cultural needs of the people and promote the construction of a harmonious socialist society, the protection and sustainable development of intangible cultural heritage of traditional art has entered a new stage and made new achievements.

Similar to traditional techniques, the "time-honored brand", as the essence of China's commercial culture, embodies the painstaking efforts and wisdom of generations of Chinese people, develops into a symbol and symbol of local customs and culture, and becomes an important carrier of culture and emotion of a region and even the Chinese nation. China's traditional skills, mainly hand-made, mostly exist in the "time-honored Chinese brands" of various industries. One or several traditional skills independently researched and developed have become the key to supporting the enduring of a century-old brand. Traditional skills are based on time-honored brands and supported by traditional skills. * * * plays an important role in recording history and inheriting civilization, showing the unique spiritual character and national temperament of Chinese civilization and condensing China's technical thought and practical experience. Time-honored brands have not only mastered the highest level of handcraft skills in the industry, but also recruited the most successful handcraft inheritors, forming a system of products, skills and services handed down from generation to generation, creating a prosperous and inherited home for traditional skills and creating, inheriting and developing excellent national culture.

In the process of globalization, urbanization and industrialization, China's intangible cultural heritage, including traditional skills, has been severely impacted and its living environment has undergone tremendous changes. Many intangible cultural heritages have been plundered, and some traditional skills are lacking. The status quo of time-honored brands is also not optimistic. In the early days of the People's Republic of China, there were about 8,000 old brands, but now there are only 1000. Of the remaining 36 "Chinese time-honored brands" in Shandong, quite a few are struggling to operate. How to start with traditional skills and time-honored brands, find the points of mutual promotion and promotion, and innovate effective measures to protect traditional skills and revitalize time-honored brands has become the direction of many people's thinking and exploration. Shandong has made many positive explorations in this regard.

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From the perspective of China traditional culture, the intangible culture of the Chinese nation is the crystallization of the great wisdom of our ancestors. Although it mainly comes from the people, it is inseparable from the traditional culture of China, just like other material or spiritual cultural heritages. An unavoidable topic in studying China's intangible culture is its origin with China's traditional culture. The gene of traditional culture has been deeply rooted in the cultural blood of China people, and even the intangible culture before the Spring and Autumn Period is homogeneous with traditional culture. Therefore, any study of China's intangible culture must be placed in the context of China's traditional culture.

From the perspective of cultural communication, any culture often presents a parallel state of generality and incommensurability in the process of cultural communication with other cultures. In other words, all the cultures in the world constitute the world culture in colorful forms, while maintaining their own cultural independence, with their own distinctive cultural personality and cultural context, as well as intangible culture. With the improvement of China's comprehensive national strength and the revival of "Chinese studies" in recent years, China's traditional culture has advanced into the world with a positive attitude. The pace of national rejuvenation is also echoed in the "grabbing war" of the right to speak. Facts have proved that what we want to promote is not only the metaphysical Confucianism, Buddhism and Taoism, but also the worldwide spread of China traditional culture, including intangible culture, which usually needs a specific cultural form as a carrier. Give two familiar examples, such as Kung Fu and Chinese medicine. The spread of Kung Fu and TCM in the West is prevalent, and the traditional culture of China is highlighted behind it.

From the perspective of inheritance and innovation, China's intangible culture is profound and energetic. We can't just limit ourselves to the protection of intangible culture, and protection is also for inheritance. Our protection of intangible culture must be combined with localized modern art design and local cultural industry. Inherit in the absorption, sublation and transformation of intangible culture. It is naive to put intangible culture in a state of "static protection" and let it act as a living fossil of the so-called civilization process. Because we must face up to the fact that modernization is pervasive. Individuals in the field of intangible culture (mainly intangible cultural inheritors) also have the desire and right to enjoy the fruits of modernization. In the cultural industry or creative industry, we should be determined to innovate on the basis of our national culture, and put the local intangible culture in a dynamic innovation level and dynamic development space according to the characteristics of the times, so as to make the inheritance and development of intangible cultural heritage full of vitality.

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As a specific economic and cultural phenomenon, "time-honored brand" has become a symbol of economic and cultural prosperity in past dynasties. It has become a tangible material cultural heritage in the form of fast food, workshops, shops and halls, but it has also become an intangible intangible cultural heritage with its unique business philosophy, technology and service strategy. "Time-honored brand" is the most concentrated embodiment of its intangible cultural heritage, with far-reaching historical origins and profound cultural heritage. The traditional handicraft skill of "Time-honored Brand" is closely related to the basic idea, value orientation, functional structure and quality form of China traditional culture, and to the desire psychology of human daily life and social civilization education, which typically embodies the connotation and characteristics of China traditional culture. It can even be said that it is not only the expression of China's cultural ideas, but also the endless medium of China's cultural spirit. Traditional handicraft skills are always closely related to regional culture, showing the characteristics of products, customs, humanistic habits, behavioral labor and other aspects in various regions and periods. It is the materialized form of China folk culture, and its diet thought, production technology and communication customs are in line with science, which is the essence of China traditional culture. Its profound humanistic spirit, philosophical attitude towards life and pure local customs have its unique cultural value. It embodies the primitive spirit of the Chinese nation, shows precious historical value, scientific value, humanistic value, folk value, economic value and social value, carries rich historical and cultural and folk information, and becomes a valuable intangible cultural heritage.

According to Comrade Hu Jintao's requirement that we should have our own core technology and our nation's world brand, we should cherish the brand value of "time-honored brand" on the basis of rescue, protection, inheritance and development, strive to find the fusion point of traditional characteristics and modern elements, innovate time-honored brand, actively apply modern technology and communication means on the basis of protecting and inheriting the original unique skills, and show strong local characteristics in pioneering and innovation. Inheriting the original traditional skills and services will carry forward the essence of commercial culture that embodies the painstaking efforts and wisdom of generations of ancestors, and serve to carry forward Chinese civilization and build a harmonious society.

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Shandong has a long history of cultural accumulation and rich cultural heritage, and there are many vivid traditional handicrafts originated from working people among the people. With their wisdom, enthusiasm and skills, the people of all ages have created various traditional folk handicrafts with a long history, various forms and rich humanistic feelings. As an important part of intangible cultural heritage, traditional handicrafts ―― Dong 'e Ejiao, Zhoucun sesame seed cake, Wangcun vinegar, Weifang mahogany inlaid with silver lacquer, Longkou vermicelli, Cuizi fragrant oil, Dezhou braised chicken, Jining Yutang sauce garden, Lanling fine wine, Jingzhi wine, Gubei spring wine, Jimo old wine, Shandong cuisine, Shiha jiaozi, Ludong bronze musical instrument, dry dragon cup wine and so on. In other words, the inheritance and protection of the above-mentioned intangible culture is carried out under the background of China culture and modernization. We should explore the inheritance of China's intangible culture from the perspectives of China's traditional cultural connotation, aesthetics and cultural psychology, as well as China's intangible cultural sociology and industrial economics. Therefore, it is a new idea to explore and develop traditional handicraft skills from time-honored brands and actively carry out the protection and research of intangible cultural heritage.

Through the field investigation of Shandong's intangible cultural heritage, it is found that the research on Shandong's intangible cultural heritage such as folk literature, art, music, opera, folk art and dance has been very informative. However, due to various reasons, the academic research on Shandong traditional handicrafts in the existing literature is not sufficient, resulting in less scientific research materials, and even the collection of image materials is incomplete, and it is scattered in cultural research institutions around the country. Chinese civilization is in a transitional period under the background of globalization, and the educational inheritance of intangible cultural heritage has just started in the development of education and scientific research in local universities. Therefore, it is of great historical and practical significance to attach importance to the role of research institutions and personnel in the areas where intangible cultural heritage is located, conduct a comprehensive investigation, collection, recording and research on local intangible cultural heritage resources, and systematically investigate and sort out traditional handicrafts and related folk culture.

Sun Dongning: Qingdao University of Technology

Editor in charge: Tang Hongfeng