安徽文化创意产业品牌培育路径研究——基于消费者认知视角

Research on Brand Cultivation Path of Cultural Creative Industry in Anhui——Based on Consumer Cognition

文化创意产业作为21世纪的朝阳产业,日益引起各国的重视。本文从消费者认知结构出发探索文化创意产业品牌培育路径。通过总结概述安徽文化创意产业现状为起点,发现安徽文化创意产品在品牌培育方面存在产品同质化现象严重、产品与文化脱节、品牌结构单一、品牌传播能力不强的问题。基于消费者认知视角提出依托资源、技术、传播、产业园区集聚的品牌培育路径,为安徽文化创意产业提高品牌竞争力做出了相关建议。

The cultural and creative industries as the reality of the sunrise industry,increasingly attracts the attention of all countries.This paper explores the cultivation path of cultural and creative industry brand from the perspective of consumer cognitive structure.By summarizing the status quo of Anhui cultural and creative industry as a starting point,the research shows that Anhui cultural and creative products have serious product homogeneity in brand cultivation,product and cultural disjoint,brand structure is single,brand communication ability is not strong.Based on the perspective of consumer awareness,the paper puts forward the brand cultivation path of resources,technology,communication and industrial park gathering,and the suggestions for improving the brand competitiveness of Anhui cultural and creative industries.