"上海文化"主要包含江南文化、海派文化、红色文化等内容。古镇是"上海文化"的重要承载空间与历史文化渊源，上海古镇文化品牌塑造的重点是要"讲好古镇故事"。民俗通过叙事建构认同，民俗的多重叙事理论成为古镇文化品牌塑造的抓手，可以在语言、物象、行为的多重叙事中挖掘、整理古镇蕴含的文化基因，彰显古镇的文化价值和经济价值，使古镇成为塑造"上海文化"品牌的重要力量。民俗谱系的观念对文化具有宏观和整体上的统摄力，既要建立"上海文化"内部各要素的关联，又要向外传播，与多元文化进行交流互鉴，这样才更有利于"上海文化"品牌的塑造。

"Shanghai Culture" mainly includes culture of Jiangnan(regions south of the Yangtze River), Shanghai culture, red culture and so on. Ancient towns, where the local culture and history originated, are important bearing space of "Shanghai culture". The key to shaping the cultural brand of ancient towns in Shanghai is to "tell the stories of ancient towns well". Folk custom constructs identity through narration and the multiple narrative theory of folklore can serve as the theoretical basis to establish the ancient town culture brand. By applying them, we can excavate and sort through the cultural genes contained in ancient towns in the multiple narratives of languages, images and behaviors, highlight the cultural and economic value of ancient towns, and make ancient towns an important force in shaping the brand of "Shanghai culture". The concept of folklore genealogy has a macro and overall influence on culture. It is necessary to establish the internal connections of various elements in "Shanghai Culture" on the one hand, and spread them to the outside world and exchange with multi-cultures and learn from each other on the other. Only in this way can it be more conducive to the shaping of "Shanghai Culture" brand.