Scholar Wang Guohua

In 2009, I cooperated with Mr. Li Huashan, director of Shiyan Tourism Bureau, and wrote a conference paper entitled "Several Issues on Wudang Brand Communication" for Wudang International Seminar, which raised the issues of "brand segmentation" and "brand promotion" in Wudang brand communication. After a lapse of 10 years, I found that the dissemination of Wudang brand is still a key issue in analyzing the resource characteristics of Wudang culture and finding the breakthrough point of resource dissemination. At present, many tourist attractions in China involve some religious sites, because they contain some temples and Taoist temples. Due to the 12 Opinions on Further Governing the Commercialization of Buddhism and Taoism jointly issued by the Bureau, the Ministry and the Committee, its normal operation and commercial brand communication are at a standstill, which has affected the development of the local cultural tourism industry. Although the reasons vary from place to place, there are common problems in resource integration and brand communication in tourist destinations with religious and cultural contents. Taking Wudang Mountain as an example, this paper discusses the integration, dissemination and path selection of Wudang cultural resources in the digital economy era.

Wudang is a famous brand in China! The word "Wudang" is known to almost all women and children in China. Its popularity lies in that it is the holy land of Taoism in China, the glory of Taoist architectural culture in China, and the birthplace of Wudang Taoism, Wudang Daoquan, Wudang medical skills and Wudang music ... Wudang culture and Wudang Mountain Scenic Area have been listed in the World Cultural Heritage List by UNESCO. Wudang is an internationally famous brand in terms of Taoism, martial arts, medicine, architectural culture and Taoist music. However, how to fully integrate Wudang cultural resources, how to use Wudang brand to create more cultural tourism products, and how to avoid touching the red line prohibited by the Opinions on Further Governing the Commercialization of Buddhism and Taoism jointly issued by the State Bureau, Ministry and Committee 20 17 are many important problems to be solved in similar Wudang Mountain scenic spots.

We believe that the brand communication of Wudang culture should start from different resource characteristics, analyze its resource characteristics, find a brand communication path that the public is willing to accept, create derivative products of brand resources, and avoid the constraints of brand communication and new product creation that conflict with relevant policies and regulations.

( 1)

First of all, we should make clear the brand cultural connotation of "religious Wudang", which is the sacred mountain of religion and the birthplace of Taoism in China.

The brand connotation and basic dimension of religious Wudang are the spiritual liberation of transcending human suffering and fraternity, and the ultimate appeal of transcending existence. What is religion? Marx put forward in the introduction of Critique of Hegel's Philosophy (II) that "religion is the sigh of the oppressed mind and the feeling of the heartless world, just as it is the spirit of the system without spirit, and religion is the opium of the people." Dr. Pan Yue, a famous scholar, believes that in this passage, Marx only explained in intuitive language that religion has an important social function of "giving spiritual comfort to people in trouble". In Marx's original intention, there is no praise or criticism for this function of religion, but a visual description without making an essential judgment. Obviously, religion is a unique spiritual product of human beings. In Marx's eyes, religion is the product of the existence and development of human society, a spontaneous and simple world outlook, which has certain historical rationality and is not completely denied. In the past, we regarded religion as a "drug", a remnant of the old society, a foreign body incompatible with advanced classes, advanced political parties and advanced systems, and an ideology opposed to Marxism. This is obviously a one-sided understanding of religion. The religious brand of Wudang requires us to fully respect the teachings and rules of Wudang Taoism and protect people's religious belief rights in strict accordance with religious laws. Protect and respect all kinds of legitimate religious behaviors of religious believers. Moreover, the key to the establishment and maintenance of this religious brand lies in the solemnity and sacredness of Wudang Taoism! The so-called incense is very effective, the clergy are very devout, and the Taoist image is very holy ... Therefore, restoring Wudang Mountain as a mysterious and solemn religious shrine will be the best way to protect Wudang brand, and Wudang Taoist, as the personification representative of Wudang Mountain religious brand, should also quit all commercial activities and exert the influence of religious leaders in the hearts of believers.

(2)

Secondly, as a world historical and cultural heritage site, the brand of "Cultural Wudang" should highlight the excavation and promotion of its historical and cultural value. Religion is a kind of culture. Religion not only displays God's teachings, but also influences society and life with colorful philosophy, morality, architecture, art, customs and rituals. Religion, as the initial civilization form of all ethnic groups, has a great influence on people's lifestyle, social system and the formation of ethical norms. Therefore, religion is not only a social and cultural phenomenon, a value orientation and a spiritual way to understand life and everything in the world. Religion contains the life experiences and memories of all ethnic groups since ancient times, and sublimates these life experiences and memories into a relatively independent system of beliefs and doctrines, so as to adapt to the cultural tension of the times, accumulate profound wisdom in life, and constantly demonstrate it with an enlightened and understanding cultural attitude. In his famous paper "Marxist religious view must keep pace with the times" (published on the website of Tianfu Review), Dr. Pan Yue summarized the differences between religion and science, philosophy and the social functions of religion. He believes that "religion belongs to the category of belief and answers the fundamental questions of life that people can't explain with reason." Different from science, science explores the factual world, while religion explores the meaningful world. Different from philosophy, philosophy explains the world of meaning with rational logic, while religion explains the world of meaning with super-rational thinking. In short, people can't figure it out. Where they can't do it, there is religion. "Religion not only has special psychological, moral and cultural functions, but also has many functions such as service and public welfare. Therefore, Pan Yue advocates that "in today's reform and development, only by repositioning the relationship between religion and atheism, class struggle, science and technology can religion serve the socialist society and adapt to it." "Manage the government, society and religion with a new sense of governance and leadership". Keep pace with the times and develop Marxist religious view. Only in this way can we give full play to the positive role of religion in continuously promoting social progress and development. Therefore, we cannot make a simple, one-sided, rude, dogmatic and even vulgar understanding of many huge religious systems in the world that have accumulated the essence of human thinking for thousands of years. In addition to the modern study of religious functions by means of epistemology, we should also use the methods of culturology, sociology, psychology, political science and even economics and industry to understand religion, so as to have a comprehensive, dynamic and true understanding of the social functions of religion.

The value of cultural Wudang also lies in its purifying effect on people's hearts. Many social contradictions and serious social problems brought by the 20th century are still continuing or even worsening, such as environmental pollution, polarization between the rich and the poor, sexually transmitted diseases, drug gangs and so on. Especially with the increasing material wealth, people's pursuit of wealth and possessiveness have greatly expanded. "The whole world seems to have become a completely materialized space. The spiritual pursuit that people have always regarded as the highest value has been compressed to a minimum, and some people's spiritual world has also been purely materialized or materialized. People create material wealth by themselves, which is intended to satisfy their own development, including the growth of spirit and personality, but they don't want to be a shackle to suppress their free development, especially the free development of spirit. This situation has been very prominent in the last century, and I am afraid it will be more serious in the new century. In this way, people in the new century will have more ideological confusion and more urgent spiritual thirst. " The ancient Taoist culture has a history of thousands of years, which contains rich life wisdom and brings together the essence of Chinese ancestors' culture and spiritual creation. She can provide food and nectar for people's spiritual thirst in the new century. With people's cultural consciousness in the new century, the pursuit of Taoism and Taoist culture will be more extensive and urgent.

(3)

Thirdly, as a resource for the development of cultural industry, the brand of "Wudang Industrial Resources" mainly lies in exploring and discovering the value of Wudang industrial resources.

Taoist culture is rich in connotation and diverse in functions, which needs human beings to explore and develop. For example, the economic function of Taoism is very profound, and its Taoist boxing can not only strengthen the body, but also cultivate self-cultivation; Its music is more beautiful, which can not only enhance people's spiritual realm, increase people's aesthetic taste, but also soothe people's souls and transcend people's troubles; His Taoist medical skill is the concrete embodiment of "saving all beings". In ancient China, there was a folk proverb of "Ten Ways and Nine Doctors", which shows that Taoism has a very complete practical medical system for "Purdue sentient beings". The development and inheritance of these Taoist medical secrets are of great practical value to today's mankind!

In the past, our research on the economic function (or industrial function) of Taoism was very lacking. In the era of planned economy, people often oppose the idea of developing "Taoist cultural resources", thinking that it is a disrespect for sacred religion and even a bit blasphemous. Because people often associate "development" with "profit", and "profit" is often considered immoral. In fact, "development" here is to constantly "discover" and "explore" the internal effects of religious culture in order to find new religious "spiritual products" and "material products" and serve modern mankind. At the same time, "development" also contains another meaning, that is, whether Taoist culture can be used as a resource to develop its spiritual value, moral value and "large-scale economic value" in the era of "cultural economization and economic culturalization". In other words, whether Taoist culture can be widely used as a pre-cultural factor for people to produce cultural products, provide cultural services and meet people's needs. Its conclusion is very clear, and the industrial function of Taoist culture is very remarkable, which is of great practical value to today's human development! It should be acknowledged that religion has obvious economic functions since its birth. Professor Jin Kemu, a famous scholar in Peking University, once discussed the issue of "temple economy". He believes that "many similar religious sects in the world follow roughly similar patterns. Material benefits and social effects are fundamental, and the ancients were not superman who didn't want real benefits. " "The first Buddhism was introduced to monks, and the second was introduced to temples. ..... When the Buddha was alive, a big businessman, arachis duranensis, bought a fine house to donate, and a king killed his father and took refuge as a protector. The economic and political nature and role of Buddhism are obvious. " Religion "also has the function of organizing the masses". "A well-organized Buddhist Sect can organize many people around itself materially and spiritually." "A little look at the title of the grotto statues shows that this actually played a role in organizing cross-shore meetings. The organizer is the leader, the temple is the gathering place, the Buddha statue is the core symbol and the incense is the contact signal. ..... all religious behaviors are rituals around this temple culture ... "(⑤) (Jin Kemu's Collected Works of Comparative Culture, page 21/kloc-0: On Comparative Culture. Sanlian Bookstore 1 984 June1Edition)

(4)

Fourthly, as a tourist attraction, the purpose of "Scenic Wudang" brand is to attract tourists from all over the world with its comprehensive cultural resources, and it is conducive to the sustainable development of human spiritual culture ... The excavation of cultural resources in Wudang scenic spot is one of the key tasks of tourism in Shiyan City and even Hubei Province in recent years. In recent years, Wudang Scenic Area has comprehensively integrated cultural resources, meticulously created cultural brands, and actively promoted the construction of "Cultural Wudang", which has provided important cultural support for the development of the scenic area and promoted its comprehensive, coordinated and sustainable development. In order to enhance the core competitiveness of the scenic spot, Wudang Scenic Area Management Committee actively promotes the construction of cultural research institutions and establishes a mechanism for introducing cultural research intelligence. Wudang Scenic Area cooperates with the National Tourism Administration and many universities to make tourism plans, jointly develop a series of tourism research topics, attract famous scholars at home and abroad, and carry out multi-field and high-level research on oriental culture and Wudang history and culture. He has shot many excellent feature films on Wudang culture research. Organized experts and scholars to give lectures for many times, participated in the planning and demonstration of tourism culture development projects in scenic spots, and explored the cultural connotation of scenic spots, which provided new ideas for scientifically and rationally promoting the cultural construction of scenic spots. These activities have enhanced the cultural connotation and humanistic charm of the scenic spot and laid a solid foundation for the scenic spot to expand foreign exchanges and cooperation in a deeper and wider field.

Wudang boxing is an important part of Wudang culture. In order to carry forward this martial arts treasure, Wudang Mountain held high-standard academic seminars and martial arts competitions, making it a unique cultural resource and tourist landscape in the scenic spot. The core idea of Taoist culture is "returning to nature". Therefore, using ecological principles and principles to create a simple, quiet and implicit emotional atmosphere in scenic spots is a powerful means to strengthen and show the cultural attraction of Wudang Taoism. Wudang Mountain still has a very broad development space in these aspects. Wudang scenic area also actively introduces health culture and strives to make Wudang a well-known health base. The China International Symposium on Health-preserving Culture was held, and the fields of Taoism and health-preserving, Wudang environmental factor analysis and health-preserving were discussed in depth, which further enriched the connotation of Wudang culture. In fact, one of the most striking contents of the development of Taoist cultural resources is Taoist health-keeping culture. It is also the most attractive "core landscape" for tourists! As we all know, the essence of Taoist health culture is to maintain and continue life, and its ultimate goal is to become immortal, so it integrates belief and practice. Although there are internal contradictions that cannot be surpassed, for thousands of years, Taoist priests have explored and climbed from generation to generation through tenacious will and firm belief, leaving us with many excellent health-preserving classics that are effective, tried and tested, and good in theory and law, providing people today with ways to get rid of diseases, strengthen their health, prolong their lives and stimulate their physical and mental potential. On the day when Taoism created its own teachings, health preservation was an important theoretical and practical topic, and the health preservation culture of Taoism was even more youthful. The Taoist priests' unremitting pursuit of the immortal road in the past two thousand years has left a vast number of health-preserving classics, which have had a great and far-reaching impact both inside and outside the church and made indelible historical contributions to people's health and longevity. At the same time, Taoist health preserving culture has played a positive role in other aspects of China traditional culture, such as literature, art, medicine, health and human science, health preserving, environmental science and ecology. Therefore, the study of Taoist health-preserving culture not only helps us to expand the study of Taoism from both theoretical and practical levels, eliminate its dross, inherit and carry forward its excellent heritage beneficial to the world, but also enables us to carry forward the past and creatively interpret and practice Taoist health-preserving culture by using modern theoretical achievements and scientific and technological means, providing a unique and feasible way to solve the ecological crisis and interpersonal crisis in today's world.

At the same time, there are also important moral practices in Taoist health preservation. Accumulate goodness, not only externally, but also internally, in order to raise a good life. Taoist health preservation is based on Taoism, which is natural and pleasant. It measures people's compassion with fate, arouses people's love for themselves, society, life and nature, teaches people to live in harmony with all things in nature, and helps people with selfless dedication from heaven. From this perspective, the value of Taoist health culture to society is more obvious, which is an important contribution of Taoist health to society. Today, when money worship is surging, the Taoist regimen, which takes physical and mental health as a prominent task and takes put in order's heart as its essence, can make more people have more noble moral quality while being physically and mentally healthy.

Wudang Mountain has not only peculiar and gorgeous natural landscape, but also rich and colorful human landscape. It can be said that the unparalleled beauty of Wudang Mountain is a highly harmonious unity of natural beauty and humanistic beauty, so it is known as "the unparalleled scenery in ancient times and the first fairy mountain in the world". Wudang Mountain is a world-famous Taoist shrine. To commemorate the 600th anniversary of the overhaul of Wudang Mountain Palace in Ming Dynasty, the birth and development of Wudang culture experienced 600 years of ups and downs. In this 600-year history, Wudang Mountain has developed from the original royal private temple into a Taoist holy mountain believed by ordinary people, and was finally recognized as a world cultural heritage by UNESCO.

Wudang Mountain, as a national key scenic spot, 4A-level tourist area, hometown of martial arts and one of the eight summer resorts in China, has been included in the World Cultural Heritage List, and has successively won the titles of "National Civilized Scenic Spot" and "National Civilized Scenic Spot Demonstration Site". These are precious and scarce brand resources for developing Wudang cultural industry.

We expect the light of Wudang culture to be the guiding light to illuminate the development of China's cultural industry.

Precautions:

1 Philip? Kotler: Modern Marketing, page 49, Beijing CITIC Publishing House, 2002.

② Marx: Introduction to Hegel's Philosophical Criticism; Selected Works of Marx and Engels People's Publishing House, Beijing, 1983.

(3) Pan Yue's Marxist religious view must keep pace with the times (published on the website of Tianfu Review)

④ Zhang Jiyu: Practicing Taoism in Life and Realizing a Wonderland on Earth —— On Taoism and Real Social Life, Research on Taoism, No.2, 2004.

⑤ Jin Kemu: On Comparative Culture, Page 2 1 Three Talks on Comparative Culture, Joint Publishing Company1June, 9841Edition.

⑥ Wudang Mountain Taoist Medicinal Plants Hubei Science and Technology Press 1992

⑦ Essays on Cultural Industry Development in Wang Guohua, page 2 15, Zhuhai Publishing House, 2008.

Wang Guohua. From traveling to sightseeing. Page 228 Zhuhai: Zhuhai Publishing House, 2002.

(About the author: Dr. Wang Guohua, a native of Huangmei County, Hubei Province, is now the director and professor of the Institute of Cultural and Creative Industries of Beijing University of Technology)