Fang Lijie, Manchu, born in Tangshan, Hebei in June 1996, studied internationaltrade at Boren University in Thailand as a graduate student. He also studied corporatecreative management at Royal Polytechnic University in Rantana, Thailand as agraduate student. A member of the Youth Committee of the Thai Association for thePromotion of Peaceful Reunification, who has donated materials to China and theAssociation for the Promotion of Reunification during the severe outbreak of theepidemic in China. Currently, 5 monographs have been published, and 1 is publishedby Southwest University of Finance and Economics Press; 1 Chinese OverseasChinese Publishing House and 1 international English monograph; two internationalChinese monographs. Hosted 3 national level projects and successfully completedthem. Published over 8 academic papers both domestically and internationally, including 1 core paper from Peking University; 1 Peking University Core+CSSCIBook Review; 2 provincial-level academic papers in China; Four internationalacademic papers. Two design software works.

Contents

Chapter 1: Relevant Concepts of Cultural and Creative Industries.............................................1

Section 1 Cultural Industry ............................................................................................................ 1

Section 2 Creative Industries..........................................................................................................6

Section 3 Characteristics of Cultural and Creative Industries..................................................... 12

Chapter 2 Development Elements and Types of Cultural Entrepreneurship Industry ............31

Section 1 Development Elements of Cultural and Creative Industries....................................... 31

Section 2 Classification of Types of Cultural Entrepreneurship Industry Development............ 48

Chapter 3 Design and Innovation of Cultural and Creative Products....................................... 69

Section 1 Theory in Cultural and Creative Product Design .........................................................69

Section 2 Design Expression of Cultural and Creative Products................................................ 80

Section 3 Innovative Techniques for Cultural and Creative Product Design ............................ 114

Chapter 4: Communication, Development and Utilization of Cultural Entrepreneurship

Products...........................................................................................................................................128

Section 1: Cultural and Creative Industries and the Communication of Cultural and Creative

Products...................................................................................................................................... 128

Section 2 Communication Media of Cultural and Creative Products in the Context of New

Media ..........................................................................................................................................150

Section 3 Development and Utilization of Cultural and Creative Products..............................173

Chapter 5 Cultural and Creative Brand Planning and Promotion...........................................228

Section 1 Cultural and Creative Brand Planning ....................................................................... 228

Section 2 Cultural and Creative Brand Promotion .................................................................... 229

References........................................................................................................................................233