摘 要
本文旨在探讨文化创意企业品牌塑造的重要性及其面临的难点与策略。首先概述了品牌塑造的定义、特点及独特性，随后阐述了品牌塑造对提升文化创意企业市场竞争力、建立消费者信任及实现差异化定位的重要作用。然而，文化创意企业在品牌塑造过程中面临着传播策略单一、内容创意不足、品牌差异化困难及品牌故事传递不足等难点。针对这些问题，本文提出了多元化传播渠道、定制化传播内容、明确品牌定位及挖掘品牌故事等策略，以期为文化创意企业提供有效的品牌塑造路径。通过深入研究与实践指导，本文旨在助力文化创意企业突破品牌塑造瓶颈，提升品牌影响力，促进文化创意产业的健康发展。
关键词：文化创意 品牌塑造 品牌定位
Abstract
This paper aims to discuss the importance of brand building of cultural and creative enterprises and its difficulties and strategies. First, it summarizes the definition, characteristics and uniqueness of brand building, and then expounds the important role of brand building in enhancing the market competitiveness of cultural and creative enterprises, establishing consumer trust and realizing differentiated positioning. However, in the process of brand building, cultural and creative enterprises are faced with difficulties such as single communication strategy, lack of content creativity, difficulties in brand differentiation and lack of brand story transmission. In view of these problems, this paper puts forward strategies such as diversified communication channels, customized communication content, clear brand positioning and brand story mining, in order to provide an effective brand building path for cultural and creative enterprises. Through in-depth research and practical guidance, this paper aims to help cultural and creative enterprises to break through the bottleneck of brand building, enhance their brand influence, and promote the healthy development of cultural and creative industry.
Keywords: Cultural creativity brand building brand positioning
目 录
一、引言 1
二、品牌塑造相关概述 1
（一）品牌塑造的定义 1
（二）品牌塑造的特点 1
（三）品牌塑造的独特性 2
三、品牌塑造对文化创意企业的重要性 2
（一）提升市场竞争力 2
（二）建立消费者信任 3
（三）实现差异化定位 3
四、文化创意企业品牌塑造的难点分析 3
（一）传播策略单一 3
（二）内容创意不足 4
（三）品牌差异化困难 4
（四）品牌故事传递不足 4
五、文化创意企业品牌塑造的策略 5
（一）多元化传播渠道 5
（二）定制化传播内容 5
（三）明确品牌定位 6
（四）挖掘品牌故事 6
六、结论 6
致 谢 8
参考文献 9
