浅析创意产业集聚区的地域文化营销策略

发布时间：2018-11-20 09:29

【摘要】：创意产业的发展是二十一世纪的热门话题。全球创意产业集聚区的成功案例激励着我国越来越多创意产业集聚区的萌现和发展。本文立足于我国十二五规划中关于产业转型、振兴文化创意产业的大背景,分析成熟的创意产业集聚区的要素特征,研究地域文化营销理论,明确地域文化营销的营销方式及营销重点,针对创意产业集聚区的地域文化营销战略进行讨论。本文选取了英国利物浦创意产业集聚区、台湾客家桐花祭创意产业集聚区案例,分析了这两个成功的创意产业集聚区的营销环境与战略定位、规划设计、营销传播的策略,总结了政府和中间机构在创意产业集聚区的地域文化营销方面所起的作用：能够统筹地进行地域文化内涵元素的提炼、创意产业集聚区内地域文化认同的规范和地域文化元素在产品设计中的融入。同时,本文还实地调研了中国广东佛山的1506创意城,通过分析运营方和投资方的一手资料,结合英国利物浦和台湾客家桐花祭创意产业集聚区的案例进行比较研究,分析了1506创意城在地域文化元素的提炼程度、厂房改造利用的层次、政府的参与度、地域文化继承和发展等方面的欠缺,提出了关于国内创意产业集聚区如何更好地进行地域文化营销的战略性思考,对佛山1506创意城、国内其他的创意产业集聚区如何利用地域文化发展创意产业集聚区、扩大地域文化影响力及提升投资回报率有一定的参考意义。
[Abstract]:The development of creative industry is a hot topic in 21 century. The successful cases of the global creative industry agglomeration area stimulate the emergence and development of more and more creative industry agglomeration areas in China. This paper is based on the background of industrial transformation and revitalization of cultural and creative industry in the 12th Five-Year Plan of our country, analyzes the characteristics of the elements of mature creative industry agglomeration area, and studies the theory of regional cultural marketing. Make clear the marketing method and marketing emphasis of regional culture marketing, and discuss the regional culture marketing strategy of creative industry agglomeration area. This paper selects the case of Liverpool creative industry agglomeration area, Taiwan Hakka flower festival creative industry agglomeration area, and analyzes the marketing environment and strategic orientation, planning and design, marketing communication strategy of these two successful creative industry agglomeration areas. This paper summarizes the role of the government and the intermediate institutions in the regional cultural marketing of the creative industry agglomeration area: it can carry out the extraction of the regional cultural connotation elements as a whole. The norms of regional cultural identity and the integration of regional cultural elements in product design. At the same time, this paper also investigates the 1506 Creative City in Foshan, Guangdong Province, China. By analyzing the first-hand data of the operators and the investors, the paper makes a comparative study on the case of the creative industry cluster area of Hakka Paulownia Festival in Liverpool and Taiwan. This paper analyzes the deficiency of the 1506 creative city in the aspects of refining the elements of regional culture, the level of the transformation and utilization of the factory building, the participation of the government, the inheritance and development of the regional culture, and so on. This paper puts forward the strategic thinking on how to better carry out the regional cultural marketing in the domestic creative industry agglomeration area, and how to develop the creative industry agglomeration area by using the regional culture in Foshan 1506 creative city and other domestic creative industry agglomeration areas. Expanding the influence of regional culture and improving the rate of return on investment has certain reference significance.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

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