中国文化产业园区品牌构建研究

发布时间：2018-06-16 02:25

本文选题：文化产业园区 + 集群品牌　；参考：《山东师范大学》2012年硕士论文

【摘要】：近年来，在各地政府多种优惠政策的大力扶持下，各地文化产业园区遍地开花。一方面，文化产业园区成为各地政府规划中重点发展对象，另外一方面，也成为了学界研究的重要热点问题之一。本文将就我国文化产业园区建设过程中的品牌构建问题展开讨论，重点分析文化产业园区品牌构建的现状，并在此基础上提出相应的品牌构建策略。文章分四个部分进行论述：第一部分界定了文化产业园区品牌的定义。本文在总结前人研究成果的基础上将文化产业园区品牌界定为：众多与文化产业相关的企业和机构聚集在某一特定地域内，经过长期的共同经营而形成的一种能创造新价值的共有媒介。进而详细地指出了文化产业园区品牌的独特内涵：文化产业园区品牌主体多重性、非排他性、地域文化性与整体资产性。第二部分在对当下文化产业园区发展现状讨论的基础上，对文化产业园区品牌构建中存在的相关问题进行了深入探讨。本文认为，，我国文化产业园区发展快、名目不一、类型繁多、分布较为集中、东西部发展不平衡，而且品牌构建过程中还存在产权不清晰、建设主体不明确、对集群品牌的认识不足、集群品牌形象缺失、品牌维护不善等问题，这些问题严重制约着我国文化产业园区核心竞争力的提升，阻碍了中国文化产业园区品牌的构建和健康发展。第三部分是本文的重点篇章，详细地阐述了当下文化产业园区品牌构建的总体思路和策略。这一部分，主要针对我国文化产业园区品牌构建存在的问题，参照首批国家级文化产业示范园区品牌构建的成功经验，提出系统性更强、层次更鲜明、文化特色更为突出的品牌构建三大策略。定位策略——通过借鉴“消费者-竞争者-品牌自身”品牌定位法，本文认为中国文化产业园区的品牌定位，应着重把握时代背景、地域文化、行业现状等三个维度，从三者的交融互动中提炼出自身的个性气质，从而为中国文化产业园区品牌构建指明方向。集群品牌策略——本文认为从系统建设的角度，中国文化产业园区品牌形象构建，应当包括作为“文化之魂”的意象识别体系，“文化之魅”的符号识别体系，作为“文化之彰”的环境功能识别体系，三大体系一脉相承，互辅互适，方可实现让中国文化产业园区的核心价值观内化于理念，外化于环境，固化于制度，显化于形象之目的，从而提升文化产业园区的集群品牌形象。品牌维护与营销策略——本文认为我国文化产业园区品牌应该以政府主导型营销模式为主，通过广告营销、网络营销、公关营销方式等进行整合营销。定位策略是园区品牌构建的起点，设计集群品牌形象系统是园区品牌构建的重点，品牌形象系统的营销策略是对定位策略和集群品牌策略的检验。第四部分详细的分析了宋都古城品牌构建的优势、劣势、机遇、威胁，在此基础上，并提出了可行性建议。
[Abstract]:In recent years, with the support of various preferential policies, cultural industrial parks have blossomed everywhere. On the one hand, the cultural industrial park has become the key development object in the local government planning, on the other hand, it has also become one of the important hot issues in academic research. This paper will discuss the brand construction in the process of the construction of the cultural industrial park in China, analyze the current situation of the brand construction of the cultural industry park, and put forward the corresponding brand construction strategy on this basis. The article is divided into four parts: the first part defines the definition of cultural industrial park brand. On the basis of summarizing the previous research results, this paper defines the brand of cultural industry park as: many enterprises and institutions related to cultural industry gather in a particular region. A common medium that creates new value through long-term co-operation. Then it points out in detail the unique connotation of the brand of the cultural industry park: the main body of the cultural industry park brand is multiple, non-exclusive, regional culture and overall assets. In the second part, based on the discussion of the current situation of cultural industrial park development, the related problems in the brand construction of cultural industrial park are discussed in depth. This paper holds that the cultural industrial parks in China are developing rapidly, with different names, various types, more concentrated distribution, unbalanced development between the east and the west, and the lack of clear property rights and the construction subject in the process of building the brand. Lack of understanding of the cluster brand, lack of brand image, poor brand maintenance and other problems, these problems seriously restrict the promotion of core competitiveness of cultural industrial parks in China. It hinders the construction and healthy development of Chinese cultural industrial park brand. The third part is the key chapter of this paper, elaborated the current cultural industry park brand construction of the overall ideas and strategies. In this part, according to the successful experience of the first batch of national cultural industry demonstration park brand construction, the author points out that the system is more systematic and the level is more distinct, in view of the problems existing in the brand construction of the cultural industry park in our country. More prominent cultural characteristics of the brand construction of three major strategies. By referring to the brand positioning method of "consumer-competitor brand itself", this paper holds that the brand positioning of China's cultural industrial park should focus on three dimensions: the background of the times, the regional culture, and the current situation of the industry. From the interaction of the three, the author abstracts his own personality, and points out the direction for the brand construction of China's cultural industrial park. Cluster brand strategy-from the point of view of system construction, the brand image construction of Chinese cultural industrial park should include image recognition system as "soul of culture" and symbol recognition system of "charm of culture". As a recognition system of environmental function of "culture", the three systems are in the same vein and mutually suitable for each other, so that the core values of China's cultural industrial park can be internalized in the idea, externalized in the environment and solidified in the system. In order to enhance the brand image of the cultural industrial park cluster. Brand maintenance and Marketing Strategy-this paper holds that the brand of China's cultural industrial park should be based on the government-oriented marketing model, and integrate marketing through advertising marketing, network marketing, public relations marketing and so on. The positioning strategy is the starting point of the brand construction of the park, the design of the cluster brand image system is the focus of the park brand construction, and the marketing strategy of the brand image system is the test of the positioning strategy and the cluster brand strategy. The fourth part analyzes the advantages, disadvantages, opportunities and threats of the brand construction of Song du ancient city in detail, and puts forward some feasible suggestions.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

【参考文献】