The Application Of Intangible Heritage Resources Of Weifang In The Construction Of Urban Culture Brand

In recent years, many cities have proposed the slogan of "cultural setting up city", cultural resources of the city is becoming more and more paid attention. Facing the current competition in the city, cities shaping unique urban culture brand is especially important for the plight of breakthrough "thousand city one side". The shape of its unique culture brand of city is indispensable to cultural resources. Intangible cultural heritage as an important cultural resource, rooted in the folk, have full-bodied local flavor. In the process of urban culture brand shaping, intangible cultural heritage resources can become an important source of creativity, make the image of the city more attractive and urban culture brand more influential.Weifang city, in Shandong province, has a long history and profound culture, and colorful intangible cultural heritage culture, providing a good resource base for shaping the city brand. Weifang successfully created the culture brand of "The capital of world kite", relying on the unique competitive advantage of traditional kite culture resources.It has certain popularity in home and abroad.The research of this paper is based on how intangible cultural heritage resources should be integrated into the shaping of city image, pointing out that the intangible cultural heritage resources can improve the cultural connotation of the city in the construction of urban cultural brand, will benefiting the building of urban cultural brand. Weifang builded the urban culture brand relying on local kites, pictures, paper cutting and other intangible cultural heritage resources successfully, however, there are also some problems such as urban cultural connotation of the brand is not enough rich, protection consciousness is weak, and transmission channel narrow problems need to solve. Weifang should start from the aspects of strengthening the resources integration, developping relevant industries, perfecting the guarantee mechanism and strengthening the propaganda to solve these problems.This paper choosed Weifang city as the research object, from four main aspects such as the relationship of intangible cultural heritage and interactive urban cultural brand, the construction situation of Weifang intangible cultural heritage resources and urban culture brand, the construction of Weifang intangible cultural heritage resources and urban cultural brand, activation of intangible cultural heritage resources utilization to promote countermeasures of the construction of the urban cultural brand for further study. The paper attempts to make innovations and breakthroughs in two ways, the first one is the research of combining the intangible cultural heritage and the urban culture brand, the second one is the research of Weifang intangible cultural heritage element in the application of urban culture brand building. Through the research and analysis, this paper argues that the intangible cultural heritage resources and the construction of urban cultural brand can form a benign interaction and achieve harmony for win-win.