文化创意产业发展困境分析与品牌塑造途径倡--基于文化叙事学角度

摘要

Cultural and creative industry is a cultural type based on the innovation of existing cul-ture.Taking Jiangsu Province as an example , this paper analyzes the dilemmas in the development of cultural and creative industries from the horizontal and the vertical angles .The study finds that , in the longitudinal direction , cultural protection is poorly implemented , with improper transmission modes and stereotypes .In the transverse direction , consumers are short of national faith and cultural identity , enterprises lack of innovation , cultural connection and brand building .In order to promote the development of cultural and creative industry from the perspective of cultural narrative , we sug-gest firstly the brand should be positioned .Secondly , story prototypes should be filled with ups and downs to attract attention through multimedia communication .Finally , brand culture should be sub-limated to be truth.%我国文化创意产业属于文化型，是基于现有文化的创新。以江苏省为例，从纵横两方面分析文化创意产业发展所面临的困境。研究发现，在纵向方面，文化保护不善，传播方式不当，外加刻板印象；在横向方面，消费者缺乏民族信仰和文化认同，企业创新力不足，与文化契合度不足，缺乏品牌建设。为了促进文化创意产业的发展，可以从文化叙事学的角度，首先进行品牌定位，然后利用故事原型设置曲折，通过多媒体传播以吸引注意力，最后将品牌文化升华至真理的高度。