我国文化品牌创新发展路径探析

Research on the Path of Innovation-Driven Development of Chinese Cultural Brands

当前我国文化品牌创新发展面临着新的发展契机,包括以互联网平台为依托的文化品牌发展迅速,科技创新及产业融合推动着新文化业态品牌不断涌现,投融资及创业模式的多样化促进了各阶段文化品牌的快速成长,以及“一带一路”倡议对我国文化品牌国际化起到重要助推作用等。随着时代的发展,新时期我国文化品牌成长有不同的模式可供选择,例如产品联动开发、产业跨界、资本运作等模式。我们需要把握并抓住这些新的契机,选准适合品牌自身成长的模式,制定并实施更加有效的文化品牌创新发展路径和对策。

At present,there are new development opportunities for the innovation and development of cultural brands in China.These new opportunities reflects in the following aspects:the cultural brands based on the internet platform are developing rapidly;brands with new cultural types are emerging under the impetus of technological innovation and industrial integration;the cultural brands at all stages have grown rapidly due to the diversification of investment,financing and entrepreneurship models;The Belt and Road Initiative has played an important role in promoting the internationalization of Chinese cultural industry brands.With the development of the times,there are many modes for the growth of China's cultural brand in the new period,which including joint product development,industry transboundary,and capital operation.We need to seize these new opportunities,choose the mode suitable for brand growth,and formulate and implement more effective development path and countermeasures for cultural brand innovation.