2000年後世界各地的文化創意產業快速成長，這些新興產業帶來龐大的經濟利益，這也讓文化創意產業成為世界上很多國家的經濟發展重點，而中國也是其中之一。中國有很多成功的案例，本論文以印象系列的第一起項目《印象．劉三姐》為研究對象，來探討中國的文化創意產業背後成功的理由。由此研究目的延生出四個問題：（1）大陸中央政府政策的發展方向是否確實影響文化創意產業的發展？（2）地方政府對於當地的文化創意產業的作用為何？（3）地方的背景與環境如何與文化創意產業互動？（4）《印象．劉三姐》的文化品牌內涵是什麼？ 本論文的研究結果的如下：（1）大陸中央政府對於文化創意產業的發展擔任主導者角色，採用政策、法規和宣傳倡導等手段，來促進產業的發展。（2）地方政府對於當地的文化創意產業扮演著調控者與協調者的雙重角色。（3）地方的文化背景與地理環境都是造就文化創意產業的重要資源。（4）《印象．劉三姐》是擁有多重特質的文化品牌，而這些內涵也是使它成功的因素。 從本文的研究成果與《印象．劉三姐》的成功經驗，本論文認為，文化創意產業要發展時，中央政府應當要展現其主導的能力，運用政策、法規和宣傳倡導等手段來促進產業的發展，並透過地方政府配合中央政策，在當地扮演好調控者與協調者的角色來進一步創造出適合產業發展的環境，然後依照地方特色找出適合發展的方向與項目，在從中延伸創造出屬於自己的文化品牌，這樣一個可以持續發展的文化創意產業才能順利的出現。 Since the year of 2000, Cultural Creative Industry has grown rapidly through the world, which brings enormous benefits for the economy. Many countries have considered Cultural Creative Industry as the one of the most important point for economic development, including China. China has many success cases for the Cultural Creative Industry. In this thesis, the research subject is to discuss the key reasons for the success of Cultural Creative Industry in China via the study of ＂impression – Liu Sanjie＂, which is the first item of impression series. The research subject derives four questions: (a) Whether the direction of policies in central government of China does have impact on the development of Cultural Creative Industry? (b) What role does the local government of China play in the development of local Cultural Creative Industry? (c) How do the background and environment of country interact with the Cultural Creative Industry? (d) What is the implication of cultural branding for ＂impression – Liu Sanjie＂? The findings of this study are as follows: (a) The central government of China plays a leading role in the development of Cultural Creative Industry by means of the policies, laws and promotions. (b) The local government of China plays the roles of regulator and coordinator for Cultural Creative Industry. (c) The cultural context and geographical environment of local regions are essential resources for the success of Cultural Creative Industry. (d) ＂impression – Liu Sanjie＂ has multiple unique characteristics of cultural branding, which are the key factors for its success. From the research results and the experiences of the success case ＂impression – Liu Sanjie＂, this study suggests that central governments of countries should show their leading power to the development of Cultural Creative Industry by using adequate policies, laws and promotions. The local governments should follow the policies and play the roles of regulator and coordinator for creating a suitable environment for industrial development. A sustainable cultural creativity industry can be realized via the discovery and exploitation of unique characteristics in local regions, which helps create its own cultural brands.
