本文選題：文化產(chǎn)品 + 文化品牌　； 參考：《云南大學(xué)》2012年碩士論文

【摘要】：作為21世紀(jì)的朝陽(yáng)產(chǎn)業(yè),文化產(chǎn)業(yè)日益發(fā)展為經(jīng)濟(jì)的支柱產(chǎn)業(yè)之一,成為提高各國(guó)家,各地區(qū)綜合實(shí)力的新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)。充分利用文化資源和人力資源,大力發(fā)展文化產(chǎn)業(yè),打造一批知名的文化品牌,是文化產(chǎn)業(yè)做大做強(qiáng)的必經(jīng)之路。我國(guó)自然資源和歷史文化資源豐富,人才眾多,市場(chǎng)廣闊,文化產(chǎn)業(yè)發(fā)展?jié)摿薮�。發(fā)展文化產(chǎn)業(yè)除了要把文化與經(jīng)濟(jì)有機(jī)結(jié)合創(chuàng)造經(jīng)濟(jì)效益外,還應(yīng)該注重弘揚(yáng)優(yōu)秀傳統(tǒng)文化,打造特色文化品牌,增強(qiáng)品牌的競(jìng)爭(zhēng)力,使文化產(chǎn)業(yè)實(shí)現(xiàn)經(jīng)濟(jì)效益和社會(huì)效益的雙豐收。 本文在近幾年來(lái)中國(guó)文化產(chǎn)業(yè)的發(fā)展?fàn)顩r和發(fā)展方向的基礎(chǔ)上,通過(guò)對(duì)文化產(chǎn)品和文化品牌的特點(diǎn)進(jìn)行分析,希望從中找到打造文化品牌過(guò)程中的規(guī)律性,闡述文化產(chǎn)品推向文化品牌的必要性。并運(yùn)用個(gè)案研究法,介紹張藝謀“印象”系列大型山水實(shí)景演出的作品。分析其成功的成為享譽(yù)世界的文化品牌的原因和消費(fèi)者從中所得到的精神享受和文化認(rèn)同。本文除了探求文化產(chǎn)業(yè)發(fā)展的一般規(guī)律之外,還對(duì)張藝謀在文化品牌的打造過(guò)程中所起到的領(lǐng)導(dǎo)者作用進(jìn)行研究。 本文還在前人研究的基礎(chǔ)上,深入分析在文化產(chǎn)品走向文化品牌過(guò)程中,產(chǎn)品定位、市場(chǎng)定位、知名度依托、宣傳模式、品牌推廣、吸引投資、經(jīng)濟(jì)效益等中間各個(gè)環(huán)節(jié)的運(yùn)作模式和各自所發(fā)揮的作用,研究其對(duì)推動(dòng)文化品牌的建設(shè)和文化產(chǎn)業(yè)的發(fā)展具有的價(jià)值和現(xiàn)實(shí)意義,并希望借此給我國(guó)文化品牌的建立和文化產(chǎn)業(yè)的進(jìn)一步發(fā)展提供啟示意義。
[Abstract]:As a sunrise industry in the 21st century, cultural industry is increasingly developing into one of the pillar industries of the economy and a new economic growth point to improve the comprehensive strength of various countries and regions. Making full use of cultural resources and human resources, vigorously developing cultural industry and creating a number of well-known cultural brands are the only way for cultural industry to become bigger and stronger. Our country is rich in natural resources and historical and cultural resources. In addition to organically combining culture and economy to create economic benefits, the development of cultural industries should also focus on carrying forward outstanding traditional culture, creating brand names of characteristic cultures, and enhancing the competitiveness of brands. So that the cultural industry to achieve economic and social benefits of the double harvest. On the basis of the development and direction of Chinese cultural industry in recent years, through the analysis of the characteristics of cultural products and cultural brands, this paper hopes to find out the regularity in the process of building cultural brands. This paper expounds the necessity of pushing cultural products to cultural brands. And use case study method, introduce Zhang Yimou "impression" series of large-scale landscape performance works. It analyzes the reasons for its success in becoming a world-famous cultural brand and the spiritual enjoyment and cultural identity that consumers get from it. In addition to exploring the general law of the development of cultural industry, this paper also studies Zhang Yimou's leading role in the process of cultural brand building. On the basis of previous studies, this paper also deeply analyzes the product positioning, market positioning, popularity support, publicity mode, brand promotion and attracting investment in the process of cultural products moving towards cultural brand. The operation modes and their respective roles of various links, such as economic benefits, are studied in order to promote the construction of cultural brands and the development of cultural industries. It also hopes to provide enlightenment to the establishment of cultural brand and the further development of cultural industry.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號(hào)：1829532