本文關(guān)鍵詞： 遼寧省 文化創(chuàng)意產(chǎn)業(yè)園區(qū) 品牌傳播 策略　出處：《渤海大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展,人們的需求模式也發(fā)生著改變,從簡(jiǎn)單的衣、食、住、行需求升級(jí)到精神需求,文化創(chuàng)意產(chǎn)業(yè)的形成與發(fā)展正迎合了人們需求模式的變化。目前,全國(guó)文化事業(yè)發(fā)展蒸蒸日上,文化創(chuàng)意產(chǎn)業(yè)園區(qū)“遍地開花”。產(chǎn)業(yè)園區(qū)這種集聚化的產(chǎn)業(yè)模式也逐漸成為文化產(chǎn)業(yè)發(fā)展的一個(gè)典型特征。遼寧省作為東北重工業(yè)基地之一,產(chǎn)業(yè)結(jié)構(gòu)發(fā)展不平衡,第二產(chǎn)業(yè)所占比重很大,而作為第三產(chǎn)業(yè)的文化事業(yè)發(fā)展始終不溫不火,大力發(fā)展文化事業(yè)是遼寧省文化與經(jīng)濟(jì)雙向發(fā)展的重要課題,開發(fā)建設(shè)文化創(chuàng)意產(chǎn)業(yè)園區(qū)正是帶動(dòng)社會(huì)經(jīng)濟(jì)與文化發(fā)展的一劑良方。遼寧省擁有悠久的歷史文化,特色鮮明的地方風(fēng)俗,加之其保留下來(lái)的工業(yè)遺址為發(fā)展文化創(chuàng)意產(chǎn)業(yè)園區(qū)提供了特殊的優(yōu)勢(shì)資源。近些年,省內(nèi)園區(qū)開發(fā)建設(shè)如火如荼,園區(qū)數(shù)量逐年增加。然而,園區(qū)發(fā)展大多處于起步階段,就如何打造有力、獨(dú)特的園區(qū)品牌來(lái)說(shuō),尚未形成體系。通過對(duì)以往文獻(xiàn)的整理分析和對(duì)部分園區(qū)的走訪調(diào)查以及對(duì)園區(qū)工作人員、政府相關(guān)部門人員的訪談,基本掌握了遼寧省文化創(chuàng)意產(chǎn)業(yè)園區(qū)品牌傳播整體情況,對(duì)園區(qū)品牌傳播要素和品牌傳播策略進(jìn)行深入分析。發(fā)現(xiàn)多數(shù)園區(qū)對(duì)品牌傳播的認(rèn)知以及品牌傳播策略的制定與實(shí)踐都有待加強(qiáng),存在品牌傳播策略零散、品牌傳播信息失衡、園區(qū)體驗(yàn)傳播效果不理想等問題。就這些問題,結(jié)合園區(qū)的實(shí)際情況,從挖掘特色地域文化以構(gòu)建園區(qū)文化品牌、品牌精準(zhǔn)定位、平衡發(fā)展公共關(guān)系、整合運(yùn)用傳播媒體等角度提出遼寧省文化創(chuàng)意產(chǎn)業(yè)園區(qū)品牌傳播策略的提升建議。
[Abstract]:With the development of society and economy, people's demand pattern is changing, from simple clothing, food, shelter and transportation demand to spiritual demand. The formation and development of cultural and creative industry is catering to the change of people's demand mode. With the development of cultural undertakings in China, the cultural and creative industrial parks are blooming everywhere. The industrial pattern of industrial parks has gradually become a typical feature of the development of cultural industries. Liaoning Province, as one of the heavy industrial bases in Northeast China, has become a typical feature of the development of cultural industries. The development of industrial structure is unbalanced, and the secondary industry accounts for a large proportion. However, as the third industry, the development of cultural undertakings has never been warm, and vigorously developing cultural undertakings is an important subject for the two-way development of culture and economy in Liaoning Province. The development and construction of a cultural and creative industrial park is a good prescription for promoting social, economic and cultural development. Liaoning Province has a long history and culture, with distinctive local customs. In addition, the remaining industrial sites provide special advantages for the development of cultural and creative industrial parks. In recent years, the development and construction of the parks in the province have been in full swing, and the number of parks has increased year by year. However, the development of the parks is mostly in the initial stage. As far as how to build a strong and unique brand of the park is concerned, it has not yet formed a system.Through sorting and analyzing the previous documents, visiting and investigating some of the parks, and interviewing the staff of the park and the personnel of the relevant government departments, Having basically grasped the overall situation of brand communication in Liaoning Provincial Cultural and Creative Industry Park, It is found that the cognition of brand communication and the formulation and practice of brand communication strategy in most parks need to be strengthened. There are scattered brand communication strategies and unbalanced brand communication information. The effect of experience communication in the park is not ideal. On these issues, combining with the actual situation of the park, from mining the characteristic regional culture to construct the cultural brand of the park, the brand is positioned precisely, and the public relations are balanced and developed. Integration of the use of communication media and other aspects of Liaoning Province Cultural and Creative Industry Park brand communication strategy suggestions.
【學(xué)位授予單位】：渤海大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G124

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