数字化背景下推动国产文创品牌建设的对策探究

Domestic Cultural and Creative Brands under the Digital Background

党的二十大报告提出,“实施国家文化数字化战略”。数字时代已经到来,数字技术的发展日新月异。随着中国数字经济的飞速增长,国产文创品牌崛起,且发展十分迅猛,趋势不可逆转。我国很多文创产品都具有独特性、民族性和趣味性,彰显了文化自信,体现了时代的进步,深受消费者喜爱。数字技术的进步为文创产业的可持续发展提供了更多的机遇。当前,国产文创品牌的经营和推广还存在很多问题。新时代,在数字化背景下,应从了解我国文创产业发展现状出发,剖析国产文创品牌建设中存在的问题及其原因,在此基础上提出对策建议,从而推动我国文创产业的高质量发展。

The Party's twenty major report put forward the“implementation of national cultural digitalization strategy”.With the rapid growth of China's digital economy,the rise and development of China's distinctive domestic cultural brands has become an irreversible trend in the new era.The advent of digital age and its technological development,let more consumers see the uniqueness,nationality and interest of domestic cultural and creative products,which is the progress of the times and the embodiment of Chinese cultural confidence.At the same time,also provides more opportunities for the sustainable development of domestic cultural and creative brands.However,there are still many problems in its development.Therefore,in order to achieve the digital high-quality development of domestic cultural and creative brands,it still needs the support and efforts of many parties.This paper will start from the development status of domestic cultural and creative brands,analyze the problems and reasons in the development process of domestic cultural and creative brands under the digital background,and on this basis,put forward countermeasures and suggestions to promote the development of domestic cultural and creative brands under the digital background.