伴随经济全球化进程的加剧,文化产品消费跨越经济和文化两个领域,对相对弱势国家的文化事业发展和核心价值理念维护形成挑战。本文对国际、国内文化品牌的特征进行了深入的对比分析,并探析了两者的消费认同现状,在此基础上提出了民族文化品牌存在的问题以及相应的发展建议。 Accompanied by the intensification of economic globalization, the consumption of cultural products spans both economic and cultural areas, challenging the development of cultural undertakings and the maintenance of core values ​​in relatively disadvantaged countries. This paper makes an in-depth comparative analysis of the characteristics of international and domestic cultural brands, and analyzes the current status of consumer identity between the two. On this basis, it raises the problems of national culture brand and the corresponding development suggestions.