文化品牌建设是一个企业、一个地区甚至一个国家提高软实力的重要战略。创建成功的文化品牌,将对创建地区的发展产生长久而又积极的影响。作为海峡西岸经济区的主要区域,福建省拥有丰富的历史文化资源和深厚的人文底蕴,在文化品牌建设方面具有强大优势。把区域文化品牌建设作为一项区域发展战略,将有助于海峡西岸经济区的建设和发展。本文以世界文化遗产项目福建土楼为案例,探讨如何挖掘历史文化资源,创建长久而又有广泛辐射力的文化品牌,并就如何拓展和提升文化品牌提出建议。%The making of cultural brand is an important strategy in developing soft power for an enterprise, a region, even for a nation. Successful creation of a cultural brand will have a long and positive impact on the area. As the main area of the economic zone on the west side of the Straits, Fujian is full of historical and cultural resources, which provide advantages for the development of cultural brands. By analyzing World Cultural Heritage site, Tulou of Fujian, the paper discusses how to cultivate historical and cultural resources and creating lasting and influencing cultural brands as well as how to extend the value of the cultural bands.
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