论艺术的品牌文化

论艺术的品牌文化(5600字)

摘    要

艺术是各种艺术的同时在一个象征性的生产特点的总和，也为其社会和文化的特征。在文化产业被喻为朝阳产业的今天，传统产业已被远远地抛在了后面。然而，我国艺术的品牌文化却处在“盲目克隆”的低劣竞争旋涡中。静观发展态势，转变观念迫在眉睫。我国媒介还没有完成品牌形象树立工作，与审美文化的结合也只处于初级紊乱阶段。无论在广度，深度，或在力和互动的范围，影响和品牌形象的思想远离。那么，面对这种举步维艰的局面，如何使我国艺术的品牌文化走出眼前这片“沼泽地”，继而创造出国际水准的品牌形象，如何使之在激烈的竞争中勇得桂冠，这些问题将在相当长的一段时间内成为文化界和学术界讨论的焦点。本文首先对品牌文化进行概述，其次对艺术的品牌文化发展进行分析。

关键词：艺术  品牌文化  发展
 

Abstract

Art as the sum of all kinds of art in symbol characteristic production at the same time, also for the acquisition of the social and cultural characteristics. In the cultural industry is becoming sunrise industry today, the new culture form has the traditional industries will be away from the behind. Facing the life difficult situation, our country art brand culture formed, at present, the "blind cloning" inferior competition vortex. Sit development situation, change the idea is imminent. Our country media haven't finished the brand image set up the work, and the combination of aesthetic culture is only at the preliminary stage of disorder. No matter in the breadth depth, as well as in coverage, impact and interactivity and imagine the brand media image differs very far. So, how to make our country art brand culture out of sight this piece of "wetland", and then create the international level of brand image, how to make it in the fierce competition in yong to crown, these problems will be quite a long time become the focus of the culture and the academic discussion. In this paper, at first the brand culture are summarized, followed by the art of the brand culture development to carry on the analysis.

Key words: art; Brand culture; development 

目    录

引    言    
一、艺术的品牌文化发展的意义    1
（一）彰显文化形象    1
（二）重塑品牌文化价值    2
（三）弘扬民族文化    2
二、品牌文化发展    2
（一）著名品牌数量少、品牌知名度低    2
（二）品牌的地区分布不均、发展规模较小    2
（三）品牌文化的研究处于较低水平    3
三、对品牌文化发展存在的问题的建议    3
（一）依托资源优势，实现品牌生态化    3
（二）适应消费需求，实现品牌市场化    4
（三）依靠科技创新，实现品牌标准化    4
（四）强化民族特色，实现品牌国际化    4
结    论    6
参考文献    7