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从文化科技融合的角度看,中国文化品牌尚存在文化资源未充分开发、文化产品科技附加值不高、文化品牌创意无法实施等问题。文化与科技融合,可增强文化品牌的表现力、传播力和保护力。在文化品牌建设价值链上的开发阶段、推广阶段和消费阶段,高新技术均可发挥作用,以推动文化品牌的建设。差异化定位、产业链整合、强强企业联盟等战略有利于保障文化品牌建设。
From the perspective of integration of culture and science and technology, there are still problems in the culture brand of China, such as the underdevelopment of cultural resources, the added value of cultural products and technology and the inability of cultural brand creativity. The integration of culture and science and technology can enhance the expressiveness, communication and protection of cultural brands. In the development stage, promotion stage and consumption stage in the cultural brand-building value chain, both high and new technologies can play a role in promoting the building of a cultural brand. Differentiated positioning, integration of the industrial chain, powerful alliances and other strategies conducive to the protection of cultural brand building.