摘要
以对数字娱乐产业的思考为重心,展开对文化产业本质和特征的考察,从市场需求、政府行为模式、民族品牌与城市形象互动等方面建立数字娱乐产业操作性的基础理论。根据目前中国文化产业发展的实际,应严格区分文化产业与文化事业,尊重文化产业客观规律,优先发展现代形态的文化产业,避免不分主次全面开花。针对中国文化产业的薄弱环节,在操作层面应注重营销、强化传播。鉴于文化产业既是一种产业形态又是一种意识形态,以及中国文化产业面临外强竞争的局势,必须重视建立民族文化产业品牌和政府在发展文化产业中的作为。政府应增加“弱控制”,减少强控制,从而达到提高国家软实力的目的。
This is a study of the industrial characteristics of cultural industry based on Chinese digital entertainment industry. In allusion to the development of Chinese cultural industry, the author emphasizes the differences between cultural industry and cultural undertaking, and argues that the modern cultural industry with high technical content should take precedence over other ones with lower technical content. Reviewing the short board of Chinese cultural industry, this paper makes a proposal to strengthen the marketing communication, trying to constructing a basal theory including some basal principles of digital entertainment industry, for example, the cultural need and supply, the government behavior mode, the interaction between the cultural brand and city image, and so on. Whereas cultural industry is a kind of industry as well a special ideology, the author discusses especially the government behaviour mode in developing national cultural industry and branding native cultural industry, which would help to develop national ＂soft power＂ by soft control.
出处
《杭州师范学院学报（社会科学版）》
2006年第2期29-33,共5页
Journal of Hangzhou Teachers College(Humanities and Social Sciences)
关键词
数字娱乐
文化产业
营销传播
民族品牌
digital entertainment
cultural industry
marketing communication
native brand
