浅论中国文化创意产业品牌战略

On China culture innovation industry brand strategy

在品牌化盛行的今天,文化创意产业的品牌价值越来越受到人们的重视,但是中国文化创意产业品牌战略的实施情况却不容乐观。本文通过分析中国文化创意产业实施品牌战略的意义以及存在的问题,从强化品牌战略意识、明确品牌定位、优化品牌元素、完善品牌传播体系四个方面提出了我国文化创意产业实施品牌战略的对策。

Nowadays,branding becomes very popular, the value of cultural and creative industries brands has been paid more and more attention, but the imple- mentation of brand strategy in China cultural and cre- ative industries is not optimistic. This paper analyzes the meaning and the problems of the brand strategy which is carried out bythe Chinese cultural and creative industries. What＇s more, the paper proposes the countermeasures of the brand strategy implemented by the Chinese cultural and creative industries, which include the following aspects, to strengthen the sense of brand strategy, to be clear about brand positioning, to optimize brand elements and to improve brand communication system.