Under The Background Of Rural Revitalization Innovation And Diffusion Of Rural Culture In Zhenxing Village

The strategy of rural revitalization was put forward in the report of the19 th National Congress of the Communist Party of China.Rural revitalization includes the revitalization of rural industries,talents,culture,ecology and other aspects,among which rural culture is the root and soul of rural revitalization.The revitalization of rural culture is the effective implementation of content innovation and brand communication of rural culture.How to realize the content innovation of rural culture and on this basis to realize the efficient dissemination of rural culture brand is the key to revitalize rural culture.The key to rural revitalization is the development of rural economy,rural economy restricts rural culture,and rural culture has an active reaction to the development of rural economy.Excellent rural culture provides spiritual impetus and value orientation for rural economic development.Rural culture is the root and soul of rural revitalization.This paper uses the field investigation method,unstructured interview method and content analysis method to carry out field research on the rural cultural construction of Zhenxing Village,Changzhi City,Shanxi Province.While exploring the experience of rural cultural construction,it also finds out the existing problems of local cultural construction,and gives corresponding solutions.Zhenxing Village is a mountain village of Shangdang District,Changzhi City,Shanxi Province.It is a new village merged by Guanjia Village,Gao Zechang Village and Xiangyang Village.At the same time of the merger of natural villages,Zhenxing Village implements industrial transformation,transforming the survival of coal mines into the development of rural tourism industry by relying on culture.In a short period of more than ten years,Zhenxing Village has won many honorary titles such as National Civilized Village and Town,National Top Ten Comer Villages,and China Ecological Cultural Village.Zhenxing Village’s practice in rural cultural revitalization has been recognized.Although Zhenxing Village has been recognized in innovating rural cultural content and spreading rural cultural brand,it still has some problems in these two aspects.These problems mainly exist in four aspects,such as rural cultural production subject,rural cultural content construction,rural cultural brand positioning and brand communication.Firstly,with the transformation of rural industry,the identity of farmers also needs to be transformed.In this transition stage,farmers lack relevant professional knowledge.Secondly,the form of inheritance of traditional culture is more important than connotation,and the development of traditional culture is not sufficient.Third,the rural culture brand positioning is not clear,rural culture development is not focused;Fourth,there is a lack of relevant communication and diffusion experience in the communication of rural cultural brands,and the utilization rate of new media is low.In order to solve these problems,it is necessary to adapt the remedy to the case,explore ways to enhance the professional knowledge of farmers,deepen the connotation of characteristic culture,clarify the brand positioning of rural culture,and effectively spread rural culture.In order to improve the professional knowledge of farmers,we should establish a normal education and training mechanism,build a new media training platform,and carry out diversified training according to the opportunity.In terms of the development of traditional culture,we should inherit the characteristic culture of Shanghai Party,innovate the culture of "morality and filial piety",and endow rural culture with the significance of The Times.In terms of brand positioning,we should first take the southeast area of Shanxi Province as a market segment,then choose the nuclear family and the youth group as the target market,and finally decide to take "Xiongshan" as a rural culture brand to revitalize the village.Brand integration and communication of rural culture should be integrated from five aspects: subject,content,form,channel and data,and accurately spread rural culture brand in many aspects,many angles and many channels.