摘要
在知识经济时代,文化创意和科技创新已成为经济增长的两大引擎,企业品牌建设应实现文化创意和科技创新并轨发展。文化创意可以有效提升企业自主品牌力,并提出品牌力由科技力、文化力和形象力组成,文化创意提升企业品牌力,也应从这三方面展开。笔者分析了当前企业家对文化创意认识的三个误区,提出企业提升自主品牌力的文化创意新思路:企业建设自主品牌,应内部创新,文化开路;建立品牌形象战略,应三位一体,整体运作;产品设计应以品牌基因为本,系统设计;实施品牌文化营销策略,应细分市场,整合资源。文章通过剖析深圳百泰首饰品牌的文化创意发展实例,进一步论证了文化创意有效提升企业自主品牌力的可行性和现实性。
In the era of knowledge economy,cultural creativity and technical innovation are becoming two engines of economic growth;therefore,enterprise brand construction should harmonize and unify the two aspects.The present article states that cultural creativity could efficiently promote the power ofindependently developed brand in an enterprise.The article also suggests that brand power consists of technology power,culture power,and image power,so the staff should endeavor to develop the three aspects thus to promote the whole brand power.The author analyzes three problems with enterprisers＇ opinion of culture creativity,and suggests that if an enterprise aims to promote its brand power,firstly,it should be culture-oriented and should innovate thus establish its own brand.Secondly,based on unifying the three-aspect operation,we should conceive a brand image strategy.Thirdly,the brand gene must orient product design and all the products ultimately form a system.Fourthly,investigate the relevant market carefully and make full use of the resources,then pay attention to the promotion strategy used while promoting the brand culture to the public.Lastly,taking culture creativity of Bai Tai jewelry brand in Shenzhen for an example,the author further argues the feasibility and reality of culture creativity,which functions a great deal in brand power promoting.
出处
《艺术百家》
CSSCI
北大核心
2010年第5期12-16,52,共6页
Hundred Schools In Arts
基金
国家"985工程"三期"艺术与创意产业研究"哲学社会科学创新研究基地项目阶段性成果之一
关键词
文化创意
创意产业
品牌设计
自主品牌
品牌文化
设计
Culture Creativity
Creative Industry
Brand Designing
Independently Developed Brand
Brand Culture
Design
