少数民族的文化品牌开发:秀山“花灯寨”个案

Culture Brand Development of the Minorities: Xiushan Lantern Village for Example

渝东南民族文化产业市场产业链还没有真正形成,民营经济实体在民族文化品牌开发中面临一些困难。这不是民族文化品牌个性认识问题、产业品牌目标市场模糊定位问题,而是规模化经营资金投入的严重不足,长期不能根本突破的信贷困境,与品牌开发服务市场的消费模式定位较单一等原因共同造成的。区域政府经营性文化事业政策的完善,是解决问题的主要切入点。

The national culture industry market industry chain has not really taken shape in the southeast of Chongqing. The private economic entities in brand development in the national culture is facing some difficulties. This is not the issue of awareness of the personality of culture brands, the fuzzy position of industry brand and target market, but the shortage of capital investment. In the long-term, we can not break through the credit difficulties, bring brand development services to consumption patterns and the objective is single in market position. The improvement of regional government-run policy is the main starting point to solve these problems.