苏州文化创意产业品牌定位与整合策略研究

Brand Positioning and Integration Strategy of Suzhou Cultural and Creative Industry

中文关键词: 文化创意产业  苏州文化创意产业品牌  品牌定位

英文关键词: cultural and creative industry  brand of Suzhou cultural and creative brand  brand positioning

中文摘要:

      目的 通过对苏州文创产业品牌发展现状及其定位问题的分析，探寻苏州文化创意产业品牌发展的最佳定位，并提出具有针对性的品牌建设相关策略和方法。方法 从文化创意产业理论出发，分析苏州文化创意产业品牌的建设现状及问题，对照社会学、文化学、人类学、产业生态学的研究方法，对苏州文化创意产业品牌链接社会生产生活的手段进行了重构，并提出推进苏州文化创意产业品牌定位与整合的策略。结论 通过强化品牌战略意识，明确品牌定位，以城市文化IP为驱动，丰富苏州文创产业品牌，融合数字化思维拓宽苏州文创品牌的传播渠道，优化“创意—品牌—产品”的生成路径是苏州文化创意产业转型升级与形成新业态的必由之路。

英文摘要:

      The work aims to explore the optimal positioning of brand development of Suzhou cultural and creative industry and put forward relevant strategies and methods of brand building by analyzing the brand development status and positioning problem of Suzhou cultural and creative industry. According to the theory of cultural and creative industry, the brand building status of Suzhou cultural and creative industry was analyzed. Based on the problems found, the means of linking the brand of Suzhou cultural and creative industry with the current social production and life were reconstructed by comparing the research methods of sociology, culturology, anthropology and industrial ecology, and several strategies to promote the brand positioning and integration of Suzhou cultural and creative industry were put forward. It is the only way for Suzhou cultural and creative industry to transform, upgrade and form a new business format by strengthening the brand strategy awareness, clarifying the brand positioning, taking the urban cultural IP as the driving force, enriching the brand of Suzhou cultural and creative industry, and integrating the thinking of "digital” to broaden the communication channels of Suzhou cultural and creative brands, Optimizing the generation path of "creativity - brand - product" is the only way for the transformation and upgrading of Suzhou's cultural and creative industries and the formation of new formats.