经济新常态下中部地区文化产业品牌培育策略研究——以江西省为例

Research on Brand Cultivation Strategy of Cultural Industry in the Central Region under the New Normal of Economy——A case of Jiangxi Province

随着中国经济发展进入新常态,中国文化产业依然高速发展,成为经济发展转型升级的重要内驱力和拉动力。包括江西在内的中部地区文化产业亦然,但也存在不少问题,尤其是文化产业品牌~①建设,存在品牌定位不清晰、品牌科技含量低、品牌影响力较弱等问题。因此,要从文化体制改革着手,通过提升创新创意水平、加快业态融合、拓展投融资渠道、搭建人才集聚平台等措施,大力推动中部地区文化产业发展,并积极实施品牌战略,建立文化产业品牌培育体系,以打造一批有特色的国际、国内知名品牌。

With the development of Chinese economic entering into the New Normal, Chinese cultural industry is still developing at a high speed, which is becoming an important driving force and pulling force for transformation and upgrading of the economic development. The cultural industry in the central region including Jiangxi province is also developing rapidly, but there are many problems, especially the brand construction of cultural industry, such as unclear brand positioning,low content of brand science and technology, weak brand influence,etc. Therefore, we should start with the reform of the cultural system,through measures of improving the level of innovation and creativity, accelerating the integration of business forms, expand channels of investment and financing,building platforms of talent gathering, etc, create a group of well-known brands at international and domestic by promoting the development of cultural industry in the central region vigorously, and implementing the brand strategy actively,establishing brand cultivation system of the cultural industry.