Shandong Qinshu originated in Heze City, Southwest Shandong Province. It has a history of more than 280 years. It has typical regional music characteristics. Its content involves music, literature, aesthetics, folklore, sociology and other fields. It has high academic value and social value. Therefore, this paper focuses on the sustainable development of Qinshu in Shandong Province and seeks solutions, which can be used for reference for the inheritance and development of Southwest Shandong opera.In this paper, field investigation, literature analysis, analogy, SWOT analysis and so on are used to make the arguments clear, sufficient and powerful. Shandong Qinshu, as a national intangible cultural heritage, has the advantages of inheritance. Heze College has offered Shandong Qinshu as a characteristic course, with more than 30 exchanges and performances each year. It has made outstanding contributions to the inheritance and innovation of college students as a traditional excellent intangible cultural heritage. With the development of the times, only blindly inheriting and innovating the art noumenon, for the non-legacy itself, has not fundamentally solved the problem of inheritance difficulties, leading Shandong Qinshu to the market, creating economic value, will fundamentally stimulate its inheritance vitality. Based on the SWOT analysis results and the status quo of the living environment of Shandong Qinshu, the author puts forward corresponding solutions. Audience is the living soil for the development of Shandong Qinshu. To regain the glory of the past, it is necessary to re-integrate into the lives of the people, and to meet the needs of modern audiences for traditional culture in the pursuit of new and changing. How to keep this excellent cultural heritage ample vitality and take the path of sustainable development. In the future, we must rely on the local economy and establish a scientific market operation mechanism to generate economic benefits. The inheritance can last for a long time.

山东琴书起源于鲁西南菏泽市, 距今已有280多年的历史, 具有典型的地域音乐特征, 其内容涉及音乐、文学、美学、民俗学、社会学等领域, 具有很高的学术价值和社会价 值。因此, 本文以研究山东琴书可持续性发展为重点, 寻找解决策略, 对整个鲁西南曲 艺传承与发展都具有借鉴意义。本文采用田野调查法、文献分析法、类比法、SWOT分 析法等, 力求论点明确, 论据充分, 论证有力。山东琴书做为国家级非物质文化遗产, 具有传承优势, 菏泽学院将山东琴书开设为特色课程, 每年交流演出达30余场, 在吸纳 高校在校生传承和创新这一传统的优秀非物质文化遗产方面做出了突出的贡献。随着时 代的发展, 只是一味的传承创新艺术本体, 对于非遗本身来说, 没有起到从根本上解决 传承难的问题, 引领山东琴书走向市场, 创造经济价值, 才会从根本上激发其传承活力。 笔者依据SWOT分析结果和山东琴书生存环境现状, 提出了相应的解决策略。受众群体 是山东琴书发展的生存土壤, 要想重现昔日辉煌, 必然要重新融入百姓生活, 在求新、 求变中满足现代观众对传统文化的需求。如何让这一优秀的文化遗产保持充沛的活力, 走可持续性发展道路, 今后必须依托地方经济, 建立科学的市场运营机制, 产生经济效 益, 传承方可久远。

논문 소개
Abstract
一、绪论
二、山东琴书溯源
    (一)发展文化背景
    (二) 发展阶段时代背景
三、山东琴书可持续性发展分析
    (一) 可持续发展的由来及其文化内涵
    (二) 山东琴书发展现状评析
    (三) 山东琴书的SWOT分析
四、山东琴书可持续性发展策略
    (一) 整合山东琴书现有资源, 统一调配
    (二) 充分利用现有场所, 打造剧院模式
    (三) 利用本土旅游资源, 打造“大篷车”模式
    (四) 依托国家传统文化进校园工程和文化惠民活动, 进驻当地中小学, 培养新一代受众群体和传承人
五、结 语
参考文献
摘要

• Li Jianying(Ph.D. in Art Management, Namseoul University, Associate Professor, School of Music and Dance, Heze University, China) | 李建英 (南首尔大学艺术经营博士, 菏泽学院音乐舞蹈学院副教授)