Under The Form Of Modern Industry Research On The Brand Cultivation Of Chinese Art Derivatives

Art derivative mainly refers to the artistic value derived from the symbolic value of art,which has the popularity and commercialization of art consumer goods.Its concept originated from western modern museum goods,which was widely known with the development of cultural and creative industries at home and abroad.Brand as a symbol of cultural attributes,its market value is mainly represented by the value of the use of material attributes and cultural symbols of the value of the performance of common composition.The combination of art derivatives and brand symbolic meaning,not only enhance the symbolic value of art derivatives,but also strengthen the emotional experience of art derivatives.Under the form of modern industry,the proportion of modern service industry,which is dominated by new industries,has gradually increased in the national economy.In the book of Dialectics of enlightenment,the Frankfurt School of Germany represents M.Max Horkheimer and Theodor Wiesengrund Adorno use "cultural industrial goods" refers to the cultural products under the mode of industrial production.As a result of the integration of modern technology and culture,art derivatives have become an important category of cultural and industrial products.Art derivatives industry to sign authorization and R & D industry value chain upstream as the core,which behavior cultivation related characteristic elements based on the brand,can not only enhance the art derivatives of brand value,the brand competitiveness and brand reputation,but also can enterprises to achieve brand differentiation,and the inevitable choice of art derivatives industry to brand internationalization.To sum up,the research of this paper focuses on the cultivation of art derivatives brand in the mainland of China under the modern industrial form.At the beginning,through the analysis about the characteristics of the art derivative brand cultivation in the modern industrial form,the article defines the symbolic value of the art derivative,the brand characteristics related to the experience economy and brand image.It summarizes the brand development characteristics of art derivative industry and its industrial chain,such as scale commercialization,symbol branding,product authorization and industrial association.It also lays a characteristic foundation for the follow-up analysis about the Countermeasures of the art derivative brand cultivation and the construction of the related brand cultivation model.Secondly,through the study of the stage,status and problems of the domestic art derivative brand cultivation in the modern industrial form,this paper systematically analyzes the three stages of the development of art derivative brand and its value significance.Through discussing the present situation of the domestic art derivatives development with different cultivation subjects,this paper based on the different stages of brand cultivation,sums up the main problems existing in the cultivation of domestic art derivative brands.According to different stages of cultivation,which include brand positioning,brand building,brand communication,brand extension,brand integration,brand maintenance etc,analysis of countermeasures to cultivate their own brand of domestic art derivatives development characteristics,existing problems and future trends.Finally,based on the above questions and theoretical analysis,this article aims at the three stages of the establishment,growth and maturity of the art derivative brand cultivation,based on the corresponding brand building,brand communication,brand integration and other brand cultivation theory,concludes that the specific modes of the three related brand cultivation are the art derivative brand art authorization,the art derivative brand,the multi media communication,and the art derivative brand ecological chain.And through the perspective of relevant typical cases,the author tries to provide useful enlightenment for the brand cultivation of domestic art derivatives.