特色文化产业“品牌认同”的内涵关联及其实践路径

The Internal Connection and Practical Path of"Brand Identity"in Characteristic Cultural Industries

特色文化产业品牌连接着区域文化与特色文化产业,品牌的发展具有同构共生的重要效用。在竞争环境日趋复杂的局势下,品牌发展亟须重新思考品牌认同来增强关系效用,迎接时代挑战。品牌认同存在于品牌利益相关者的信任关系之中,既是建构过程,也是归属结果。其双重内涵的深层逻辑关乎品牌文化与区域文化的价值共认、产业生产与产业消费的供需平衡、文化事业与文化产业的和弦共振。据此,构建特色文化产业品牌认同的发展道路既聚焦于挖掘区域文化的记忆资源,又着手于建设产业营销的数字平台,更承载于彰显品牌特色的集群社群。

The characteristic cultural industry brand con-nects the regional culture and the characteristic cultural in-dustry,and the development of the brand has the important effect of isomorphism and symbiosis.In an increasingly complex competitive environment,brand development urgently needs to think about brand identity to enhance relationship effectiveness and respond to changing times.Brand identity exists in the identity relationship of brand stakeholders,which is both the construction process and the attribution result.The deep logic of its dual connotations is related to the mutual recognition of brand culture and regional culture,the balance of supply and demand between industrial production and consumption,and the chord resonance between cultural establishments and cultural industries.Therefore,the devel-opment path of building the brand identity of characteristic cultural industry not only focuses on mining the memory re-sources of regional culture,but also starts to build a digital platform for industrial marketing,and more importantly,bears on the cluster community that highlights the brand characteristics.