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创意产业的生产过程是由文化到创意再到品牌的过程,就是文化通过创意形成品牌,并在品牌经营活动中获得经济效益的过程。创意产业生产过程的非物质性使我们很难以衡量实体产品的观念和方式衡量创意产业的产出。另一方面,创意产业与众多物质生产领域关系密切,对物质生产有直接而且十分显著的推动力,因此,必须选择一个对象,作为建立评价创意产业绩效的基础。这个对象就是“品牌”。
The production process of a creative industry is a process from culture to creativity to brand. It is the process through which culture forms a brand through creativity and obtains economic benefits from its brand management activities. The immateriality of the creative industries’ production process makes it very difficult to measure the output of creative industries by measuring the concept and approach of physical products. On the other hand, the creative industries are closely related to many fields of material production and have a direct and significant impetus to material production. Therefore, an object must be selected as the basis for establishing the performance evaluation of creative industries. This object is “brand ”.