The research content, characteristics and future trend of Chinese cultural brand——from the perspective of literature analysis

To create cultural brand is the internal need of enhancing the development of national cultural industry. We collected total of 1526 articles relevant to cultural band from the China National Knowledge Infrastructure (CNKI) to analyse the data with bibliometrics, social network analysis. We divided the cultural brand research into three stages basing on the changes in the number of papers published each year which has been increasing recently and compared each stage according to their characteristics. The results indicate that the overall cultural brand research, characterized by diversification, shows more decentralization in the content. There are more researches focusing on Chinese traditional culture and innovation development of cultural industry due to the urgent need of the development of Chinese cultural brand. In addition, some traditional fields, such as cultural industry and regional culture, always attract more attention in all stages, while the topics that reflect the development of the time can also be popular in certain stage.