梧桐山文化创意产业园营销战略和策略研究
发布时间：2018-11-22 16:04
【摘要】：文化创意产业是通过知识产权的开发和运用,产生出高附加值产品,具有创造财富和就业潜力的产业。深圳市在面临人口、资源、土地、环境“四个难以为继”的挑战下,走出了调整和优化产业结构,大力发展文化创意产业的新路子。 梧桐山文化创意产业园位于深圳市梧桐山风景名胜区腹地,曾聚集着大量小作坊,影响了附近的深圳水库一级水源保护区和梧桐山的生态环境,同时也制约了该片区整体环境的提升和经济发展。2008年以来,罗湖区政府把梧桐山片区作为重点投资项目和旧改项目,着力打造一个集创意设计、艺术原创、旅游休闲、民间收藏展示等为一体的文化创意产业园,使之成为一个“让生活慢下来的地方”的艺术小镇。 本文希望通过国内外经验借鉴、市场营销理论知识、数据分析、市场研究以及与相关政府部门的沟通联络,为梧桐山文化创意产业园制定系统的营销战略和营销策略。本文立足于营销管理学的理论基础,对梧桐山文化创意产业园开展有目标性和针对性的营销研究,对营销环境进行了客观分析,在此基础上提出具体营销战略和营销策略,并对营销活动的实施保障措施等实际问题进行了探讨。通过本文的研究,力求实现梧桐山文化创意产业园经济效益和社会效益的最大化,实现市场认同、企业认同和政府收益。本文致力于研究文化创意产业园区发展模式的经验,为深圳市乃至全国城市文化产业转型升级提供理论支持和实践借鉴。
[Abstract]:Cultural and creative industry is a kind of industry with wealth and employment potential, which produces high value-added products through the development and application of intellectual property rights. Facing the challenge of population, resources, land and environment, Shenzhen has set out a new way to adjust and optimize the industrial structure and develop cultural and creative industries. Wutong Mountain Cultural and Creative Industry Park is located in the hinterland of Wutong Mountain Scenic spot in Shenzhen City, where a large number of small workshops have been gathered, which have affected the ecological environment of the first class water source protection area of Shenzhen Reservoir and the Wutong Mountain. Since 2008, the Luohu District Government has taken the Wutong Mountain area as a key investment project and an old reform project, focusing on creating a creative design, artistic originality, tourism and leisure. Folk collection display and other cultural and creative industrial park, making it a "slow place to live" art town. This article hopes to draw lessons from domestic and foreign experience, marketing theory knowledge, data analysis, market research and communication with relevant government departments, to formulate a systematic marketing strategy and marketing strategy for Wutongshan Cultural and Creative Industry Park. Based on the theoretical basis of marketing management, this paper carries out targeted and targeted marketing research on Wutongshan Cultural and Creative Industry Park, analyzes the marketing environment objectively, and then puts forward specific marketing strategies and marketing strategies. And the implementation of marketing measures and other practical issues are discussed. Through the research of this paper, we try to maximize the economic and social benefits of Wutongshan Cultural and Creative Industry Park, realize market identity, enterprise identity and government income. This paper is devoted to the study of the experience of the development model of the cultural and creative industry park, and provides theoretical support and practical reference for the transformation and upgrading of the cultural industry in Shenzhen and even in the whole country.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;G124
本文编号：2349827
[Abstract]:Cultural and creative industry is a kind of industry with wealth and employment potential, which produces high value-added products through the development and application of intellectual property rights. Facing the challenge of population, resources, land and environment, Shenzhen has set out a new way to adjust and optimize the industrial structure and develop cultural and creative industries. Wutong Mountain Cultural and Creative Industry Park is located in the hinterland of Wutong Mountain Scenic spot in Shenzhen City, where a large number of small workshops have been gathered, which have affected the ecological environment of the first class water source protection area of Shenzhen Reservoir and the Wutong Mountain. Since 2008, the Luohu District Government has taken the Wutong Mountain area as a key investment project and an old reform project, focusing on creating a creative design, artistic originality, tourism and leisure. Folk collection display and other cultural and creative industrial park, making it a "slow place to live" art town. This article hopes to draw lessons from domestic and foreign experience, marketing theory knowledge, data analysis, market research and communication with relevant government departments, to formulate a systematic marketing strategy and marketing strategy for Wutongshan Cultural and Creative Industry Park. Based on the theoretical basis of marketing management, this paper carries out targeted and targeted marketing research on Wutongshan Cultural and Creative Industry Park, analyzes the marketing environment objectively, and then puts forward specific marketing strategies and marketing strategies. And the implementation of marketing measures and other practical issues are discussed. Through the research of this paper, we try to maximize the economic and social benefits of Wutongshan Cultural and Creative Industry Park, realize market identity, enterprise identity and government income. This paper is devoted to the study of the experience of the development model of the cultural and creative industry park, and provides theoretical support and practical reference for the transformation and upgrading of the cultural industry in Shenzhen and even in the whole country.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;G124
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