中国广告产业园区品牌塑造研究

发布时间：2018-02-26 11:44

本文关键词： 广告产业园区广告产业园区品牌品牌塑造　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：近几年,随着国家大力发展广告产业,我国广告产业园建设从国家级到省市级快速推进,出现了“广告产业园”热。如何体现差异化发展,形成鲜明的特色,广告产业园区的品牌塑造势在必行。本文选取32个国家级广告产业园区和试点园区作为研究对象,以产业集群理论、品牌学理论为基础,就广告产业园区品牌塑造问题展开论述,以期能推动其品牌发展。本文认为,(1)中国广告产业园区品牌塑造才刚刚起步,绝大多数还处在品牌萌芽阶段,只有极少数的处于品牌成长阶段,而品牌成熟阶段的广告产业园区还基本处于空缺状态。(2)中国广告产业园区品牌塑造存在着品牌塑造主体职能不清、品牌定位缺乏特色、品牌识别没有系统性、品牌整合传播意识不强等问题。(3)要实现中国广告产业园区品牌的高速发展,首先,要明确塑造主体职能,走“政府主导,运营公司和行业协会协同管理、集群内企业积极参与”的品牌塑造之路;其次,要明晰园区定位,以地域资源、行业属性为基础,进行多角度定位;再次,要构建园区品牌识别体系,实现意象识别体系,符号识别体系,环境功能识别体系系统性运作;最后,整合品牌传播,综合运用多种传播策略,尤其要注重新媒体的运用。本文将传播学、市场营销学、广告学等理论综合运用到广告产业园区品牌塑造的实践框架中,以期对塑造广告产业园区品牌做一点探索性的研究。
[Abstract]:In recent years, with the vigorous development of advertising industry in China, the construction of advertising industry park in our country has developed rapidly from the national level to the provincial and municipal levels, and the "advertising industry park" has become hot. This paper selects 32 national advertising industry parks and pilot parks as the research object, based on the industrial cluster theory and brand theory. This paper discusses the brand shaping of advertising industry park in order to promote its brand development. This paper holds that the brand shaping of advertising industry park in China is just in its infancy, most of which are still in the embryonic stage of brand. Only a few are in the stage of brand growth, and the advertising industry park in the mature stage of brand is still in the vacancy state. In order to realize the rapid development of Chinese advertising industry park brand, first of all, it is necessary to clearly shape the main function, go "government-led, operating companies and industry associations to coordinate management," and so on, brand recognition is not systematic, brand integration and communication consciousness is not strong, so as to realize the rapid development of Chinese advertising industry park brand. Enterprises in the cluster actively participate in the "brand shaping" road; secondly, to clarify the location of the park, based on regional resources, industry attributes, multi-angle positioning; thirdly, to build a park brand recognition system, to achieve image recognition system, The system of symbol recognition, environmental function recognition system is systematic; finally, integrate brand communication, comprehensive use of a variety of communication strategies, especially pay attention to the use of new media. The theory of advertising is comprehensively applied to the practical frame of brand shaping in advertising industry park, in order to do some exploratory research on the brand of advertising industry park.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F713.8

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