体验营销视角下浙江省文化创意产业园品牌传播研究

发布时间：2018-06-29 00:16

本文选题：文化创意产业园 + 体验营销　；参考：《浙江工业大学》2012年硕士论文

【摘要】：伴随着创意经济时代的来临,以人的创造性和智慧为核心特征的文化创意产业蓬勃兴起,并已成为城市和经济产业发展的新趋势。目前,文化创意产业在中国范围内已展现出强劲的发展态势,其空间集聚特征日益明显。浙江省作为全国创意产业发展最快的省份之一,其文化创意产业已经逐步形成依托城市、集聚发展的空间布局形态。在浙江杭州、宁波、温州、义乌等产业基础较好的发达城市集中了大部分文化创意产业,并且打造了部分具有一定知名度的特色园区品牌。但总体来说浙江省文化创意产业园的品牌效应还有待加强,需要深化品牌建设,尤其是推行行之有效的品牌传播策略。本文在调查浙江杭州、宁波、温州、义乌四个中心城市文化创意产业园品牌传播现状之后,结合体验营销传播的理论,分析浙江省文化创意产业园品牌营销传播的问题,提出具体相应策略。同时结合“杭州白马湖生态创意城SOHO创意园”案例对传播策略进行了论证。本文认为浙江省文化创意产业园品牌体验营销传播应该采取以下策略:首先,基于园区自身特点,提炼文化创意产业园品牌的核心价值,构建园区特色品牌;其次,整合地区优势资源,提供特色体验活动,通过全方位体验领会品牌核心精神,深化园区品牌形象;最后基于品牌相关利益者的需求,强化文化创意产业园品牌传播内容,并对园区品牌体验营传播销模式进行推广,以此提升经济增长,加快产业升级。本文的创新之处就在于将体验营销传播理论运用到文化创意产业园品牌传播的实践框架中,对构建竞争优势明显的文化创意产园品牌做一点探索性的研究。
[Abstract]:With the advent of the creative economy era, the cultural creative industry, which is characterized by human creativity and wisdom, is booming and has become a new trend in the development of urban and economic industries. At present, the cultural and creative industries in China have shown a strong trend of development, its spatial agglomeration characteristics are increasingly obvious. As one of the fastest developing provinces of creative industry in China, Zhejiang Province has gradually formed the spatial layout form of relying on the city and agglomeration and development of its cultural and creative industries. In Zhejiang Hangzhou, Ningbo, Wenzhou, Yiwu and other developed cities with a good industrial base, most of the cultural and creative industries have been concentrated, and some of the famous brand of the park have been created. But in general, the brand effect of Zhejiang Cultural and Creative Industry Park needs to be strengthened, so it is necessary to deepen brand construction, especially to carry out effective brand communication strategy. After investigating the current situation of brand communication in Zhejiang Hangzhou, Ningbo, Wenzhou and Yiwu, this paper analyzes the problems of brand marketing communication in Zhejiang Cultural and Creative Industry Park, combining with the theory of experience marketing communication. The corresponding strategies are put forward. At the same time, the communication strategy is demonstrated by the case of Soho Creative Park, the ecological creative city of Baima Lake in Hangzhou. This paper holds that the following strategies should be adopted in the experience marketing of cultural and creative industry park in Zhejiang province: firstly, based on the characteristics of the park itself, the core value of the brand of cultural and creative industry park should be refined and the characteristic brand of the park should be constructed; secondly, Integrate regional advantage resources, provide characteristic experience activities, understand the core spirit of brand through all-round experience, deepen the brand image of the park; finally, based on the needs of the brand related stakeholders, strengthen the cultural and creative industry park brand communication content, In order to promote the economic growth and accelerate the industrial upgrading, this paper popularizes the marketing mode of the brand experience camp in the park. The innovation of this paper is to apply the theory of experiential marketing communication to the practical frame of brand communication of cultural and creative industry park, and to do some exploratory research on constructing the brand of cultural creative production park with obvious competitive advantage.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;G124

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