The cultural and creativity industry impetus industrial structure adjustment and promotion, and announces that the cultural creativity brand will be in a competition time. The cultural and creativity industry will form the pattern that urban creativity brand, which has been leaded by creative city brand, and get along with agricultural creativity brand in mutual promotion, and implement the synchronization strategy between creativity brand development and creativity brand mergers and acquisitions and between creative brand local adaptation and creative brand internationalization, but come forth creative brand homogenization. For that reason, the paper suggests that the government strengthens hard environment building and optimizes soft environment, and enterprises try to make the core value of the cultural creativity brand.%文化创意产业逆势上扬,推动产业结构调整与升级,宣告将进入文化创意品牌竞争时代.文化创意品牌开发与并购、本土化与国际化同步战略将成为我国文化创意企业的必然选择.文化创意产业将形成以创意城市品牌主导的城市创意品牌群与农业创意品牌相促进的格局,并随着文化创意产业规模的扩大,文化创意产业品牌将产生同质化.建议政府加强建设“硬环境”,优化“软环境”;与此同时,企业应着力打造文化创意品牌核心价值.
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