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加强供给侧结构性改革,扩大有效供给,提高产品的溢价能力是实体产业转型升级的重要手段。随着工业化进程的不断推进,劳动的异化现象愈发普遍和明显。大多数人失去对自己工作的控制,从而失去对生活及自我的控制,焦虑问题越来越突出。文化产品的娱乐属性具有转移、缓解或消除人们焦虑的作用,满足人们对终极利益(即快乐)的追求。产业文化化的过程,就是将文化产品带给消费者的情感利益与产品带给消费者的物质利益相融合的过程。这种“产品+娱乐”的生产模式,满足消费者的情感需求,降低对价格的敏感度,使企业实现从增产到增值的巨大转变。针对企业本身品牌信用度高低不同的情况,可供企业选择的品牌战略包括品牌授权、创建优秀的企业文化、品牌并购和品牌联合四种方式。
Strengthening structural reforms on the supply side, expanding effective supply and enhancing the premium of products are important means for the transformation and upgrading of the real estate industry. With the continuous progress of industrialization, the alienation of labor is more and more common and obvious. Most people lose control over their work and thus lose control over their life and self, and their anxiety is becoming more and more prominent. The entertainment attributes of cultural products have the function of shifting, alleviating or eliminating people’s anxiety, and satisfying people’s pursuit of the ultimate interests (that is, happiness). The process of industrial culture is the process of integrating the emotional benefits brought by cultural products to consumers and the material benefits brought by products to consumers. This “product + entertainment” mode of production to meet the emotional needs of consumers, reduce the sensitivity of the price, so that enterprises from production to value-added great change. In view of the different creditworthiness of the enterprises themselves, the brand strategies that the enterprises can choose from include brand authorization, creation of excellent corporate culture, brand merger and brand combination.