从张艺谋的“印象”系列看文化品牌的打造

发布时间：2018-05-01 13:20

本文选题：文化产品 + 文化品牌　；参考：《云南大学》2012年硕士论文

【摘要】：作为21世纪的朝阳产业,文化产业日益发展为经济的支柱产业之一,成为提高各国家,各地区综合实力的新的经济增长点。充分利用文化资源和人力资源,大力发展文化产业,打造一批知名的文化品牌,是文化产业做大做强的必经之路。我国自然资源和历史文化资源丰富,人才众多,市场广阔,文化产业发展潜力巨大。发展文化产业除了要把文化与经济有机结合创造经济效益外,还应该注重弘扬优秀传统文化,打造特色文化品牌,增强品牌的竞争力,使文化产业实现经济效益和社会效益的双丰收。本文在近几年来中国文化产业的发展状况和发展方向的基础上,通过对文化产品和文化品牌的特点进行分析,希望从中找到打造文化品牌过程中的规律性,阐述文化产品推向文化品牌的必要性。并运用个案研究法,介绍张艺谋“印象”系列大型山水实景演出的作品。分析其成功的成为享誉世界的文化品牌的原因和消费者从中所得到的精神享受和文化认同。本文除了探求文化产业发展的一般规律之外,还对张艺谋在文化品牌的打造过程中所起到的领导者作用进行研究。本文还在前人研究的基础上,深入分析在文化产品走向文化品牌过程中,产品定位、市场定位、知名度依托、宣传模式、品牌推广、吸引投资、经济效益等中间各个环节的运作模式和各自所发挥的作用,研究其对推动文化品牌的建设和文化产业的发展具有的价值和现实意义,并希望借此给我国文化品牌的建立和文化产业的进一步发展提供启示意义。
[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.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

【参考文献】