论文化产业的品牌创建

An Analysis of the Cultural Industry Brand Creation

消费视角的文化产业品牌创建有三个层面:消费地、文化企业和文化产品。文化产业的品牌创建就是这三个层面的品牌从无到有、从弱到强、从小到大的发展过程,其工作可归纳为品牌定位、品牌设计、品牌传播、品牌管理这四个类别。政府对文化产业的品牌创建主要应发挥以下职能:培育产业主体;把握时代导向;加强人才建设。

Through the consumer perspective the cultural industry brand creation includes three aspects： consumption locality, cultural enterprise and cultural products. Cultural industry brand creation refers to the process of the brand from nothing to existence, from weakness to strength and from smallness to bigness, which can be summarized as brand positioning, brand design, brand communication and brand management. The government should play the following roles in creating the cultural industry： nurturing industrial entity, holding onto the orientation of times, and strengthening talent team construction.