On Digital Inheritance of Zhaotong Qinquan in Yunnan

Abstract

As a distinctive intangible cultural heritage of martial arts in Zhaotong City, Yunnan Province, Zhaotong Qingquan bears the regional cultural characteristics and national spirit of northeast regions of Yunnan Province. From the perspective of digitalization, this study proposes to explore the effective inheritance path based on the excellent intangible content contained in Zhaotong Qingquan from the aspects of content, marketing and communication, double-branding and Marketing Zhaotong Qingquan-Peng Jiaquan and Zou Jiaquan in win-win deal, so as to enhance its branding and realize the "spreading, revitalizing and popularizing" of traditional intangible heritage through the way of "inheritance and promotion through development".