论我国文化品牌的创意实现

ON THE CREATIVE REALIZATION OF CHINA'S CULTURAL BRAND

世界文化品牌的竞争实质上是文化创意的竞争。只有不断提高创意能力,为文化品牌注入贴切的文化背景元素和核心价值理念,实现品牌个性和跨民族沟通,才能使我国文化品牌在全球经济一体化的市场博弈中成为强者。

Cultural brand is the combination of economic value and spiritual value of culture, which tremen dously promotes the development of cultural industry. The paper gives a new interpretation of cultural creativity and regards creativity as the core factor that turns cultural product into cultural brand. The competition among world class cultural brands is essentially the competition of cultural creativity. The paper uses the theory of ＂ prototype＂ to explore the diversified characteristics ofcuhural creativity and it believes that ＂ prototype＂ sha ping is the mental key to creative communication. It then points out that cultural brand can become a winner in the competition on global economy integration market only by constantly improving the creativity ability, injec ting appropriate cultural background elements and core values into China cultural brand and realizing brand personality and cross national communication.