文章采用文献资料和逻辑分析等方法对山西卫视倾力打造的竞技娱乐节目“一代天跤.挠羊英雄会”之品牌文化进行了初步的探讨。认为该品牌在当前竞技类节目和娱乐节目泛滥的背景下有着自己独特的品牌内涵和文化内涵,对富有地域特色的国家级非物质文化遗产———“挠羊赛”的传播有着积极的意义。在深入挖掘传统摔跤文化的基础上对该品牌进行科学地管理和营销必将促成中国传统摔跤和《一代天跤.挠羊英雄会》双赢的局面。 This article makes a tentative discussion on the brand culture of “the generation of wrestling, the heroic society” of Shanxi Satellite TV by means of literature and logical analysis. It is believed that the brand has its own unique brand connotation and cultural connotation under the current background of the proliferation of entertainment programs and entertainment programs. It is positive for the spread of the national intangible cultural heritage rich in regional characteristics --- “Sheep Sheep” Meaning. On the basis of deeply digging the traditional wrestling culture, scientific management and marketing of this brand will surely bring about a win-win situation for Chinese traditional wrestling and “Generation One Heavenly Wrestling.”