Research Of The Management Of Chinese Cultural Brand

In the process of cultural development of modern society, the cultural products increasingly presents the characteristics of richness and diversity, therefore, it becomes the focus of public attention to culture that through cultural brand to choose cultural consumption. Cultural brand plays a more and more important role in our daily life, and the culture as an important part of intangible assets for a country or a region; it becomes inevitable that promote the cultural development through the brand management. This paper firstly describes the purpose and significance of the topic, cultural branding is an important problem that needs to be pay attention to and promote in our national culture and art development. Targeted analysis of the status quo of the cultural brand management in our country currently, and summarizes the experience of the practice in creation and mange the brand, put forward my opinions about our cultural brand management from the macroscopic and microscopic. In order to elucidate the view from the summary in practice, Fujian Quanzhou Marionette Troupe as the research object in this paper, integrated using of theoretical analysis, field investigation, comparative study to deeply analyze the process of cultural branding in Fujian Quanzhou Marionette Troupe, summarizing its successful experience, analyzing some problems in the process of operation. But the paper is not limited to this, and then reveals the solid foundation and the core construction of cultural branding via the micro level. By analyzing the external environment of the management in Fujian Quanzhou Marionette Troupe, further discussing the external conditions of the cultural brand management in our country in macro level, including how to improve its international competitiveness, profile, etc. This is the significance and practical value of this paper.