How to develop special cultural industries in the context of rural revitalization

The ultimate goal of rural revitalization is to return to and transcend vernacular China

"Why the national strategy of 'rural revitalization' is put forward at this time is because our countryside is now in a state of decline, and poor villages, empty-nest villages, villages of the elderly and villages of left-behind children have become an indisputable fact in China nowadays, especially in the central and western regions. What people are left with is not nostalgia but a real decline of the countryside. Chinese society is a vernacular society, and the ultimate goal and essence of rural revitalization is to return to vernacular China, and at the same time to transcend vernacular China under the conditions of modernization. The core of the problem of vernacular China is to solve the three rural issues, the countryside does not develop, China can not really develop, the rural society is not well-off, the Chinese society can not fully realize the well-off, the vernacular culture can not be reconstructed and promoted, China's excellent traditional culture can not be truly promoted." Fan Jianhua, a professor and blogger at Central China Normal University, hit the nail on the head.

It can be said that in the process of urbanization, China's rural areas are facing problems such as the gradual weakening of traditional agriculture, the hollowing out of the countryside and the gradual decline of rural life. As the focus of the three rural issues, the problem of "hollow villages" has a long history. The so-called "see the mountains, see the water, remember the nostalgia", in the final analysis, the current rural development is the most important, the most critical is to keep people.

In the context of rural revitalization and the development of characteristic towns in full swing, more and more places will develop rural tourism as a good way to fight poverty. However, we still need to pay attention to some problems in the specific operation process. Fan Jianhua believes that we can not simply confuse tourism towns and specialty industry towns; we should focus on creating a rural complex, highlighting production, life, ecology, "three lives", to create agriculture, processing industry and service industry, "three industries", and do a good job in agriculture, rural areas, farmers, "three farmers". The three rural" work of agriculture, rural areas and farmers.

Rural revitalization can not be separated from the cultural support

Rural revitalization in the context of the development of cultural industries need to achieve three changes

Painters gathered ink fragrance floating, hollow village into a paradise, always heard the birds, everywhere is the sound of the spring, this is the Handan City, Yongnian District, the Wang side of the Ming and Qing dynasties ancient villages. In the 1980s, with the villagers moved to new villages, the old village was completely unused. 2014, the painter Chen Yudong was attracted by the well-preserved ancient architecture here, so he signed a contract with the village to establish their own studio studio, the famous art critic Li Xianting also for the old village inscription "Wangbian Valley". Subsequently, a number of nationally renowned calligraphers and painters came here to set up studios, and Wangbian Valley thus became a well-known painter's village. Like Songzhuang in Beijing, Wangbian Valley was fortunate to be reborn.

At present, the country has set off a wave of "rural revitalization" from top to bottom, and there is no lack of quick success and quick profit, and therefore to some extent fails to fully respect the law of rural industrial development, fails to pay full attention to the cultural heritage and protection, and the development mode is not grounded, etc. The country's development mode is not grounded. Shandong University School of History and Culture, associate professor, master guide Wang Guangzhen that, behind the boom there are the following problems: simply move the city planning, landscape planning to the countryside, only in the countryside level planning the countryside without the top design of towns and cities, too much emphasis on the pursuit of economic and ignore the cultural design, industrial design and planning sustainable insufficient, lack of industrial development source of impetus and so on. "The development of beautiful countryside must grasp the four basic points, including beautiful countryside, characteristic industries, nostalgic memories, ecological agriculture, etc., no matter what industry to develop close contact with the people, the development of the collective economy, to stimulate the enthusiasm of everyone, to attract the participation of the people, in-depth".

Customs, rituals and architecture are important carriers of nostalgia genes scattered in the corners and corners. The 19th National Congress report proposed to implement the strategy of rural revitalization, undoubtedly the inheritance and reshaping of rural culture put forward higher requirements. "Rural revitalization cannot be separated from cultural support, most of the characteristic culture is rooted in the countryside, and the development of characteristic cultural industries should seize the rural revitalization strategy." Bian Jing of the Macroeconomic Research Institute of the National Development and Reform Commission said that, in the context of rural revitalization, the development of characteristic cultural industries first needs to realize three transformations, including the quantitative to qualitative transformation, the surface display to the depth of excavation, and the transformation of elemental outflow to elemental agglomeration, and so on. On the basis of making the featured cultural industry viewable, entertaining and participatory, the protection and inheritance of rural food culture, folk culture and architectural culture are well preserved.

Breaking the administrative and geographical restrictions

Cultural resources development should be scientific path analysis and sequencing

The importance of high-level planning and planning is fully emphasized in the early stage, and the rational use of the local industrial resource base is made to take advantage of the situation to build the IP content brand, and effectively docking the professional operation and management, so as to play a "good hand" well. "

Yongyi's newest product is a new generation of products.

Yongnian District is part of Handan City, since ancient times, enjoys the "merchants gathered, rich in the Central Plains" reputation, more than 7,000 years ago, gave birth to the Yangshao culture and other early civilizations of mankind, within the territory of the ancient city of Guangfu, Hongji Bridge, Yangshao cultural sites, the ruins of the King of Zhao Mausoleum, and other key national cultural relics protection units. As the birthplace of China's Taijiquan Zhongxing, Guangfu Town gave birth to Yang-style and Wu-style Taijiquan, and derived Wu-style and Sun-style Taijiquan.

In response to the specific question of how to develop the cultural industry in Yongnian District, Wu Chengzhong, director of the Culture and Leisure Industry Research Center at the University of International Business and Economics, professor and doctoral director, believes that Yongnian currently lacks a scientific industrial plan, the target positioning is not clear, and the path of industrial development is not advanced. In the context of the era when the city's economic operation relies more and more on the leisure economy, it is suggested that Yongnian District should firstly analyze and sort out the scientific path of cultural resources development, take the international taijiquan tourism source market as the leader, drive the rapid growth of international tourism and domestic tourism as well as the local tourism market, and make the taijiquan culture bigger and stronger. While doing a good job in the functional zoning of the cultural industry, we will do a good job in the details and services in the later process of scenic area in-depth development, and further strengthen the tourism marketing.

Boldly go out with open eyes and more modern ideas to promote the free flow of production factors and stimulate the vitality of the local cultural industry. "Yongnian area should focus on resource integration and break the administrative and geographical restrictions." Wang Guohua, professor and doctoral director of the Institute of Cultural and Creative Research of Beijing Institute of Technology, talked about this in his keynote speech "Cultural Industry and Rural Revitalization". Integration of Yongnian's cultural resources needs to be centered around cultural circles, cultural belts and cultural veins to create a precisely positioned market theme. In highlighting the visual shock, historical penetration, life penetration, etc., at the same time, the diversity, with the help of high-tech means to live cultural tourism resources.

Rural cultural tourism should be careful to prevent "Ye Gong Hao Long"

Stick to the cultural guide to solve the ecological problem

It is well known that Handan is both an old industrial city, but also a famous historical and cultural city, sitting on the "Zhao culture" as the core of the Nuwa culture, the Magnetic Hill. Handan is known as both an old industrial city and a famous historical and cultural city, with ten major cultural veins such as Nuwa culture, magnetic mountain culture, Jian'an culture, grotto culture, Guangfu Taiji culture, dream culture, magnetic kiln culture, idiomatic allusion culture and red culture as the core of "Zhao culture", and in the new era, the cultural industry will become a new engine for the transformation and development of Handan. Communication University of China Collaborative Innovation Center Professor, BoD Qi Yongfeng said on the spot, to combine the actual situation, and actively transform cultural resources into cultural products, bigger and stronger local cultural industries.

The report of the 19th National Congress proposed that building an ecological civilization is a millennium plan for the sustainable development of the Chinese nation. Qi Yongfeng repeatedly stressed that the most fundamental problem of modern development is to solve the relationship between man and nature. We must insist on building a beautiful countryside with a focus on ecological civilization. In the process of developing rural revitalization, adhere to the cultural orientation, through cultural penetration to achieve the revitalization of vernacular humanities and ecological civilization.

At the same time, the Chinese Academy of Social Sciences Research Institute, doctoral Zhang Jiangang believes that in the process of discovering local cultural tourism resources to promote the development of rural tourism, especially need to guard against the phenomenon of "Ye Gong Hao Long", we must be clear about their own needs, to market, modernization, urbanization of the idea of considering the development of the local cultural industry, people-oriented! The first thing to do is to pay attention to the introduction and retention of talent, but also to think of the tourists on the basis of the segmentation of the tourists.