龍圖騰文創商品之文化淵源：中華龍神角色與職能之探究

由龍神具有的三種角色－水神、雨神與山土之神，可將龍神信仰概分為兩個體系：一是與水有關的「水雨龍神」，包括水神和雨神；另一個是與土有關的「后土龍神」，包括山嶽和土地之神。在「水雨龍神」方面，因人類已能面對降雨之「不及」或「太過」謀思因應之道（如水庫），或因其他神衹取代其職能（如媽祖），致使水雨龍神的影響力日漸降低。在「后土龍神」方面，臺灣民間稱其為「土地龍神」，以客家族群最為重視，至於其來源據悉與道教的「正一派」以及風水勘輿學的「巒頭派」有關；其實「土地龍神」崇祀的淵源，可上溯到社稷之祀的「后土龍神」。透過對正史、小說與民間信仰考察的結果，可成為行銷溝通內容的主體，以供「龍圖騰文創商品」故事行銷之用。

關鍵字

水雨龍神；后土龍神；龍圖騰文創商品

並列摘要

Following the myth of Chinese Dragon God, according to its three said roles, folklore religions evolved from Long (the Chinese Dragon God) can be categorized under the following two branches: one regards Long as the ruler of water and rainfall, including the God of Water and the God of Rain. The other regards Long as the ruler of earth and land, including the God of Mountain and the God of Earth. For the first category, since modern technologies have developed effective means to mitigate the irregular rainfall problems and draught disasters, the influence of the Long religion became less important in this aspect. For the second category, the Kejia tribe in Taiwan kept the tradition of worshiping the Dragon God of Land (Houtu Dragon God) due to its believed influence on Feng-Shui. In fact, the worship of the Dragon God was included in the Royal Ritual and Worship Ceremony towards the heaven and earth, which went back thousands of years. By studying the history, novels, legends, and folklore stories of the Dragon God, one may derive and formulate an effective marketing strategy, from which powerful story marketing themes for the Dragon Totem CCP can be developed.