文化创意产业品牌价值评估模型构建——基于福建省的实证研究  

Value Evaluation Model Construction for the Culture Creative Industry Brand——Based on Empirical Research of Fujian Province

作　　者：何鹏[1] 庄小兰[2] 

机构地区：[1]厦门理工学院文化产业学院,福建厦门361024 [2]厦门软件职业技术学院,福建厦门361024

出　　处：《广西财经学院学报》2014年第4期77-83,共7页Journal of Guangxi University of Finance and Economics

基　　金：福建省中国特色社会主义理论体系研究中心项目(2012D10);福建省教育厅B类社科研究项目(JB12247S)

摘　　要：从创意价值、消费者感知价值、传播价值、市场价值四个维度构建文化创意品牌的四维价值构成模型,借此分析评价福建文化创意品牌的优势与劣势,指出福建文化创意企业的品牌价值还大有潜力可挖,应充分利用丰厚文化资源积淀,提高品牌的创新能力,通过有效利用国家建设海西经济区和发展闽台合作的外部环境优势弥补其内部的不足,通过采取科学的品牌营销策略等手段来提升品牌销售空间和盈利能力,打造强势品牌。The paper build a four-dimensional model of culture creative brand from four aspects of creative value,customer perceived value,spread value,and market value. Using this model,the author analyzes the advantages and disadvantages of the culture creative brand in Fujian,and then put forwards that it is of great potential for the culture creative brand value in Fujian. Lastly,the following suggestions are provided：make full use of the rich cultural resources to improve the innovation ability of the brand;make effective use of the external environment advantages to compensate its internal inadequacy;adopt scientific means of brand marketing strategy so as to promote the brand marketing and profitability,and then create strong brands.

关 键 词：福建 海西经济区 文化创意产业 品牌价值 评价指标 

分 类 号：F264.2[经济管理—国民经济]