基于中国上海国际艺术节的文化品牌战略研究

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本书结合历届中国上海国际艺术节的议题变迁和议程设置，划定艺术节品牌战略形成与发展的历史分期；引入文化战略理论，指出在文化市场竞争日趋激烈和产品同质化日益严重的环境下，各国艺术文化产业的竞争逐渐从文化产品和服务的竞争转向文化品牌的竞争；继而从媒介技术革新与城市空间形态演化、艺术品位引领与观众市场培育、演出行业跨界融合与业态更新等全球文化发展的现实情境切入，总结艺术节品牌战略创新文化价值观和意识形态表达的基础；厘清艺术节未来中长期品牌战略制定的基本原则和思路，复合构建艺术节未来品牌战略框架，提出艺术节品牌战略提质增效的对策建议。

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