特色文化品牌认证发布机制研究

Research on the authentication and publishing mechanism of characteristic cultural brand

文化品牌建设对尚处在起步阶段的特色文化产业而言是全新的课题。建立一套科学的特色文化品牌认证指标体系,是培育、评选、发布有社会公信力的特色文化品牌的题中之义。本文从特色文化产业自身的发展情况出发,结合一般商业品牌的认证标准,建立了一套符合特色文化品牌认证的指标体系,包括6个一级指标,18个二级指标,50个三级指标,探讨了认证的方法和流程,最后提出了推进我国特色文化品牌认证的对策建议:第一,指定认证机构,履行授权职责;第二,展开动态认证,规范品牌认证流程;第三,建立多方合作的沟通协调机制;第四,建立特色文化品牌发布机制。

The construction of cultural brand is an entirely new topic for the characteristic cultural industry which is still in its initial stage.It is necessary to establish a set of scientific characteristic cultural brand certification index system to cultivate,select and publish characteristic cultural brands with social credibility. Starting from the development of characteristic cultural industry,this paper establishes a set of index system which conforms to the characteristic cultural brand certification,combined with the certification standard of general commercial brand.It includes 6 first level indexes,18 two level indexes and 50 three level indexes,discuss the methods and procedures of certification,and finally puts forward some countermeasures and suggestions for promoting the certification of characteristic cultural brands in China. The paper recommends that,first,appoint a certification authority to carry out its mandate;Second,conduct dynamic authentication and standardize the brand certification process;Third,establish the communication and coordination mechanism of multi-party cooperation;Fourth,establish a special cultural brand publishing mechanism.