近年来我国影视文旅的品牌实践及未来路径——以横店影视为例

品牌是企业的无形资产。影视文旅领域的品牌实践呈现出品牌化、多元化和集团化的经营模式。以横店影视为例,影视文旅的品牌经验主要表现在对于企业标识的重视、重视国内外合作、强大的硬件和软件配套以及衍生品开发等方面;同时,横店影视运用新兴的互联网技术重视自身品牌的保护和维护。我国未来的影视品牌在多元化经营、运用新媒体等方面大有可为。

Brand is the intangible assets of enterprises.The brand practice in the field of film,television and cultural travel presents the management mode of branding,diversification and collectivism.Taking Hengdian Film and Television as an example,the brand experience of film and television travel is mainly manifested in the emphasis on corporate identity,domestic and foreign cooperation,powerful hardware and software supporting and derivative development.At the same time,Hengdian film and television attaches importance to the protection of its own brand by using modern Internet technology.In the future,Hengdian film and television still has a lot to do in diversified management and the use of new media.