潜心开掘文化产业品牌价值，有效传播标志性品牌影响力

Excavating Brand Values of Cultural Industry and Spreading the Influence of Iconic Brands Effectively

文化,对于城市发展而言,是基石,是容器,更是灵魂。全力打响“上海文化”品牌,加快建成国际文化大都市,离不开文化产业项目的持续推进和完善优化。本文通过有关文件政策研读、主要媒体报道分析、海外“他山之石”与身边“新枝绿叶”的思考观察,重点围绕文化产业品牌的定位与聚焦、愿景与政策、现实与变化、瓶颈与对策、建议与突破五个方面,提出应进一步培育提炼其鲜明独特的核心价值理念,潜心开掘文化产业品牌价值,有效传播标志性品牌影响力。

Culture,for urban development,is the cornerstone,the container,also the soul.To launch the"Shanghai Culture"brand with full efforts,speed up the construction of an international cultural metropolis,it cannot be separated from the continuous promotion,improvement and optimization of cultural industry projects.This paper focuses on the positioning and focus,vision and policy,reality and change,bottlenecks and countermeasures,suggestions and breakthroughs of cultural industry brands through the relevant policy study,the analysis of major media reports,thinking and observation of the overseas experiences and our own and new experiences,and puts forward that we should further cultivate and refine its distinctive and unique core value concept,excavate brand values of cultural industry and effectively spread the influence of iconic brands.