Study Of Cultural Branding From Perspective Of Cultural And Creative Industry Of Chinese Town

The development of cultural and creative industries is a key factor to promote the cultural construction and the upgrading of traditional industries of Chinese towns, which is confronted with a range of problems. Among those is the week brand influence and practical productive forces because of the lack of cultural brand concept and cultural essence. And the failure of effective development and utilization of cultural resources thus leads to the absence of unique cultural traits and cultural image, which has restricted the sustainable development of the cultural and creative industries in towns. The unique cultural resources of Chinese towns are the feature and soul of cultural brands, and the profound essence can provide spiritual motivation and intellectual support for the development of Chinese towns’cultural and creative industries.Therefore, the cultural branding based on the development and utilization of local cultural resources is an effective solution to address the plight of cultural and creative industries in towns.Under such circumstances, this thesis proposes a cultural branding strategy based on the utilization of local cultural resources. And the case of cultural brand building in Creative Base of Liangzhu Hangzhou is analyzed to conclude the the principles, subjects, and process of cultural branding. Some corresponding suggestions from perspectives of making systematic cultural branding strategies, defining main responsibility subjects, improving public participation mechanisms and the establishing professional brand management agency are offered to practical and potential problems.