论文化产品品牌培育策略

中国国家“十二五”规划提出将文化产业发展成国家的支柱性产业，而文化产品是文化产业的终端，文化产品品牌的培育则能促进文化产品的发展。文章分析了文化产品品牌培育的必要性以及文化产品品牌的内涵，得出了影响当前文化产品品牌培育的因素，即政府的政策制度、居民可支配收入的变化以及文化产品的创新性。基于此得出文化产品品牌培育的对策有政府制定政策法规对文化产品品牌进行扶植、培育文化产品消费群体以及推进文化产品内容创新。

The Brand Cultivation Strategies of Cultural Products

Chinese national 12th five-year plan is putting forward to develop cultural industry to become the country＇s leading industry .The cultivation of the cultural products brand can promote the development of the cultural products, which are the terminal of cultural industry. By analyzing both the necessity to cultivate cultural products and the connotation of cultural products brand, this paper concludes the factors affecting the cultivation of the present cultural products brand, which are the policy systems, the change of the residents＂ disposable income as well as the innovation of the cultural products. Based on these, this paper comes up with strategies of cultural products brand cultivation. These strategies include the government formulate policies and regulations to foster cuhm-al products brand, eultivate consumer groups of culture products and promote the content innovation of cultural products.