关键词: 上海文化, 城市文化, 文化产业案例, 品牌价值, 品牌核心理念, 品牌影响力传播

Abstract:

Culture, for urban development, is the cornerstone, the container, also the soul. To launch the "Shanghai Culture" brand with full efforts, speed up the construction of an international cultural metropolis, it cannot be separated from the continuous promotion, improvement and optimization of cultural industry projects. This paper focuses on the positioning and focus, vision and policy, reality and change, bottlenecks and countermeasures, suggestions and breakthroughs of cultural industry brands through the relevant policy study, the analysis of major media reports, thinking and observation of the overseas experiences and our own and new experiences, and puts forward that we should further cultivate and refine its distinctive and unique core value concept, excavate brand values of cultural industry and effectively spread the influence of iconic brands.

Key words: Shanghai culture, urban culture, cultural industry case, brand value, core concept of brand, spread of brand influence