中原广告产业园品牌建设初探

发布时间：2018-05-14 01:38

本文选题：中原广告产业园 + 品牌建设　；参考：《郑州大学》2013年硕士论文

【摘要】：2012年开始,我国开始出现一个新兴事物,叫做广告产业园。在国家近一段时间出台的政策来看,我国对广告业的重视程度在逐步增加。中原广告产业园作为为中央财政支持广告业试点园区,对河南省及中原地区广告产业的发展有着重要的意义。如何发展好产业园,为中原地区广告产业做出更大的贡献是非常值得研究的问题。对商品进行品牌建设是发展商品的一个必要途径,所以,本研究尝试探索出适用于中原广告产业园品牌建设的途径,以供其发展使用。本次研究共分为五章：第一章论述了目前我国广告产业园的现状以及为什么要建立广告产业园,为什么要建设广告产业园品牌进行答疑。另外还包括研究的背景、理论意义和实践意义、研究的内容和所运用到的研究方法,并初步总结了研究中的难点与创新点。第二章首先确认了广告产业园的本质是一种产业集聚区。可以借助产业集聚理论来建设和发展。其次,论述了广告产业园的特殊性,它是一种以创意能力为核心的产业园,它必须在接受企业委托之后才能开始工作,比一般园区更需要注意与媒体的合作。再次,确认广告产业园品牌是一种区域品牌,它是指：在某一特定地理区域范围内,也就是产业园地区,关于广告产业的各类企业所共同拥有的,带有一般产品品牌属性的,能表现整个广告产业园地区的共同形象的,是属于整个广告产业园内企业的外在体现。第四,产业园与产业园品牌的互联机制。产业园的建设是品牌的基础,品牌又是产业园发展的助力。第五,根据PLC理论和BLC理论,尝试推导出了适用于广告产业园品牌的生命周期理论,第六,广告产业园品牌建设途径探索,使用凯文·莱恩·凯勒的品牌建设理论为基础,再进行了拓展,最终总结出五条建设途径。第三章首先对我国广告产业园品牌建设现状进行综述,对品牌建设经验进行梳理和总结,但考虑到目前中国的广告产业园正式开始运作的不多,大部分还处于发展的初级阶段,给本次研究提供的参考价值较少。所以本次研究选择通过分析其他相关产业园的品牌建设入手,根据相似性原则,最终选取了北京798创意产业园为研究对象,对其在品牌建设的过程中的有效经验进行总结,作为建设广告产业园品牌的经验。第四章中使用SWOT分析法,对中原广告产业园进行分析,后把中原广告产业园的品牌定位为：做一个可以促使中原地区广告水平发展的产业集聚区。然后建议通过五种方法中原广告产业园品牌建设,分别是：品牌定位、品牌设计、品牌营销、次级品牌联想及品牌维护。通过以上四章对理论以及现状的探索,最后第五章总结结论。
[Abstract]:Beginning in 2012, China began to appear a new thing, called advertising industry park. In the recent period of national policies, China's attention to the advertising industry is gradually increasing. The Central Plains Advertising Industry Park, as a pilot park for the central government to support the advertising industry, is of great significance to the development of the advertising industry in Henan Province and the Central Plains. How to develop the industrial park and make greater contribution to the advertising industry in the Central Plains is a problem worth studying. Brand building is a necessary way to develop commodities. Therefore, this study attempts to explore a suitable way for the brand construction of advertising industry park in Central Plains for its development and use. This study is divided into five chapters: The first chapter discusses the current situation of advertising industry park in China and why to establish advertising industry park and why to build advertising industry park brand to answer questions. In addition, it also includes the research background, theoretical and practical significance, research content and applied research methods, and summarizes the difficulties and innovations in the research. The second chapter first confirms the nature of advertising industry park is a kind of industrial agglomeration area. Industrial agglomeration theory can be used to build and develop. Secondly, it discusses the particularity of advertising industry park, which is a kind of industrial park with creative ability as its core. It must accept the entrustment of the enterprise before it can begin to work, and it needs more attention to cooperate with the media than the common park. Thirdly, to confirm that the advertising industry park brand is a regional brand, which refers to: within a specific geographical area, that is, the industrial park area, all kinds of enterprises in the advertising industry are jointly owned, with the attributes of the general product brand. What can express the common image of the whole advertising industry park area is the external embodiment of the whole advertising industry park enterprise. Fourth, industrial park and industrial park brand interconnection mechanism. The construction of industrial park is the foundation of brand, and brand is the help of industrial park development. Fifthly, according to PLC theory and BLC theory, we try to deduce the life cycle theory suitable for advertising industry park brand. Sixth, explore the way of brand construction in advertising industry park, and use Kevin Ryan Keller's brand construction theory as the basis. Further expanded, finally summed up five construction approaches. The third chapter firstly summarizes the current situation of advertising industry park brand construction in China, combs and summarizes the brand construction experience, but considering that there are not many advertising industry parks in China, most of them are still in the initial stage of development. This study provides less reference value. Therefore, this study selected through the analysis of other related industry park brand construction, according to the similarity principle, and finally selected Beijing 798 creative industry park as the research object, summed up its effective experience in the process of brand building. Experience as an advertising industry brand. In the fourth chapter, we use SWOT analysis method to analyze the advertising industry park in Central Plains, and then position the brand of the advertising industry park in Central Plains as an industrial agglomeration area which can promote the development of advertising level in Central Plains. Then it is suggested that the brand construction of Zhongyuan Advertising Industrial Park should be carried out through five methods, namely: brand positioning, brand design, brand marketing, sub-brand association and brand maintenance. Through the above four chapters to explore the theory and current situation, the last chapter summarizes the conclusion.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F713.8

【参考文献】