Abstract：The traditional culture of Shandong Province has created a miracle in the history of Chinese civilization. The development of traditional culture has formed different regional cultural characteristics according to the geographical conditions and historical development process of Shandong Province. In the development of traditional culture，the areas are not far from each other，so a new culture is formed in the process of cultural penetration. Shandong's traditional culture is colorful. Weifang kites，Yangjiabu New Year paintings，Laixi gourd carvings，high-density paper-cuts，Zibo Meitao，Rizhao farmers' paintings，high-density gray paintings and other rich traditional cultural resources are rooted in the soil of traditional culture. Therefore，using the sustainable development theory to study the integration and innovation of traditional culture in Shandong Province，the traditional culture can be inherited and developed in modern society.

Keywords：Shandong Province，traditional culture，economy，sustainable development

The traditional culture of Shandong Province faces great opportunities and challenges in the development process. Take its essence and remove its dross. We should adopt the correct attitude towards the sustainable development of traditional culture. The potential of traditional culture is very deep，and its development prospects are profound. However，the industrialization of traditional culture is in the initial stage of development and has not yet formed large-scale development. Therefore，we must correctly understand the traditional Chinese culture.

Frist，Starting from the research of consumer groups，through the integration and reconstruction of resources，design and development of cultural and creative products，cultural tourism products that consumers love. Strengthen the consumer demand of consumers，realize greater business value，follow the indicators of President Xi to let design lead the future，and give new design momentum.

Second，Start from the product brand，design，technology and other links，create your own product endorsement brand，develop new technologies，new materials，new ideas，open up new tourism product markets，and increase the added value and brand connotation of products.

Third，through exchanges and cooperation with well-known colleges and design companies，focus on training outstanding design talents，integrate more traditional culture and design elements into product design，and make traditional cultural and creative product design more in line with modern aesthetics. .

Fourth，strengthen the government's propaganda efforts，and use TV，newspapers，magazines，websites and other news media to carry out special topics，personal interviews，appreciation of works，crafts and other activities to let people truly understand the development of traditional culture. You can also use large-scale business talks，cultural exchange conferences and other events to let more people know about traditional culture through exhibitions and reports.

The traditional culture of Shandong Province has a long history and has a rich and unique lifestyle. If properly protected and managed，it will become a powerful driving force for development. However，there are many opportunities and challenges in the development of traditional culture. Many cultural resources cannot be transformed into effective development elements. Therefore，scientific and reasonable and appropriate economic development will be more conducive to the protection of traditional culture. However，if you do not think about development，or over-development，or even disorderly development，it will bring serious consequences.

Culture plays a decisive role in economic development，that is，cultural values that conform to the modern spirit play a positive role in promoting modern economic development;cultural values that are inconsistent with the modern spirit and are more traditional and conservative play a negative role in economic development Negative blocking effect. Therefore，the traditional culture of a country plays a fundamental role in the development of its modern economy. Therefore，whether the development of traditional culture can adapt to the development of modern society depends on whether it has the innovative consciousness of traditional culture and the courage to take risks. Traditional culture is facing huge opportunities and challenges in the development process. The Sixth Plenary Session of the Seventeenth Central Committee proposed to "promote the cultural industry to become a pillar industry of the national economy"，which indicates that the cultural industry has become a strategic industry of the country. How to promote the industrialized operation and development of traditional culture，so as to achieve a win-win situation for social and economic benefits，become the new brand power and economic growth point of traditional culture，is the key to the development of traditional culture. The development of cultural industries should be followed，and the dual development of inheritance and innovation should be adopted.

References

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作者簡介：周孟君（1994.10—），女，漢族，山東省聊城市，齊魯工業(yè)大學(xué)藝術(shù)設(shè)計學(xué)院，18級在讀研究生，專業(yè)：工業(yè)設(shè)計工程。