| 文化产业发展的品牌机制及战略研究 |
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| 引用本文： | 吕承超.文化产业发展的品牌机制及战略研究[J].四川师范大学学报(社会科学版),2012(4):71-78. |
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| 作者姓名： | 吕承超 |
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| 作者单位： | 山东大学经济学院 |
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| 基金项目： | 国家科技部项目“名牌战略与城市竞争力研究”(编号:2005DGQ4D161)的阶段性研究成果 |
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| 摘 要： | 文化产业的发展是从无品牌或商标、低端品牌到高端品牌发展的过程,品牌信用度在这一过程中发挥了关键作用。运用品牌经济学相关理论并结合文化产业特点可知,品牌信用度决定了文化产业的发展阶段和品牌溢价能力,文化品牌实施品类对立策略才可能避免同质竞争。
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| 关 键 词： | 文化产业 品牌机制 品牌溢价系数 品牌信用度 |
The Study On the Brand Mechanism and Strategy in the Development of Cultural Industries |
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| Institution: | Lü Cheng-chao(School of Economics,Shandong University,Jinan,Shandong 250100,China) |
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| Abstract: | Cultural industries develop from no brand,no trademark,or the low-end brands to high-end brand and brand credit degree plays a key role in the process.With brand economics theory and analysis of characteristics of cultural industries,this paper proposes the five brand attributes of the cultural industries,builds the model to demonstrate the brand mechanism of cultural industries’ development and competition avoidance mechanism and considers that the brand credit degree determines the stage of cultural industries’ development and brand premium.It also proves that cultural brand can avoid the homogeneous competition with implementing category confrontation strategy.Ultimately,this paper comes up with the stage and upgrade path of cultural industries development and sums up the five brand strategy of cultural industries’ development. |
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| Keywords: | cultural industries brand mechanism brand premium coefficient brand credit degree |
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