区域文化产业品牌构建研究——以广东梅州为例

随着文化产业竞争的加剧，实施品牌战略成为区域发展文化产业、提高产业竞争力的必然选择。区域文化产业品牌的塑造需要特色文化资源、企业为主体的市场化运作机制、有效的商业模式及政府的宏观引导等要素条件。文章以客家文化名城梅州为例，通过个案的解析为我国地域文化产业品牌化发展提供参考。

The Study of the Brand Construction of Regional Cultural Industry --Take Meizhou as a Case ~

With the increasing fierce of the cultural industry competition, the way of branding has become the inevitable choice of the development of regional cultural industry and enhance their competitiveness. The brand construction of the regional cultural industry needs some essential factors, such as particular cultural resources, the marketing mechanisms of the enterprises being the market participants, the beneficial business models and the macro-control of the government. The Hakkas cultural city of Meizhou is analyzed as the case to provide a meaningful reference for our regional culture industry＇s branding development.