本文選題：文化產(chǎn)業(yè)園區(qū) + 集群品牌��； 參考：《山東師范大學(xué)》2012年碩士論文

【摘要】：近年來(lái)，在各地政府多種優(yōu)惠政策的大力扶持下，各地文化產(chǎn)業(yè)園區(qū)遍地開(kāi)花。一方面，文化產(chǎn)業(yè)園區(qū)成為各地政府規(guī)劃中重點(diǎn)發(fā)展對(duì)象，另外一方面，也成為了學(xué)界研究的重要熱點(diǎn)問(wèn)題之一。本文將就我國(guó)文化產(chǎn)業(yè)園區(qū)建設(shè)過(guò)程中的品牌構(gòu)建問(wèn)題展開(kāi)討論，重點(diǎn)分析文化產(chǎn)業(yè)園區(qū)品牌構(gòu)建的現(xiàn)狀，并在此基礎(chǔ)上提出相應(yīng)的品牌構(gòu)建策略。 文章分四個(gè)部分進(jìn)行論述：第一部分界定了文化產(chǎn)業(yè)園區(qū)品牌的定義。本文在總結(jié)前人研究成果的基礎(chǔ)上將文化產(chǎn)業(yè)園區(qū)品牌界定為：眾多與文化產(chǎn)業(yè)相關(guān)的企業(yè)和機(jī)構(gòu)聚集在某一特定地域內(nèi)，經(jīng)過(guò)長(zhǎng)期的共同經(jīng)營(yíng)而形成的一種能創(chuàng)造新價(jià)值的共有媒介。進(jìn)而詳細(xì)地指出了文化產(chǎn)業(yè)園區(qū)品牌的獨(dú)特內(nèi)涵：文化產(chǎn)業(yè)園區(qū)品牌主體多重性、非排他性、地域文化性與整體資產(chǎn)性。 第二部分在對(duì)當(dāng)下文化產(chǎn)業(yè)園區(qū)發(fā)展現(xiàn)狀討論的基礎(chǔ)上，對(duì)文化產(chǎn)業(yè)園區(qū)品牌構(gòu)建中存在的相關(guān)問(wèn)題進(jìn)行了深入探討。本文認(rèn)為，，我國(guó)文化產(chǎn)業(yè)園區(qū)發(fā)展快、名目不一、類型繁多、分布較為集中、東西部發(fā)展不平衡，而且品牌構(gòu)建過(guò)程中還存在產(chǎn)權(quán)不清晰、建設(shè)主體不明確、對(duì)集群品牌的認(rèn)識(shí)不足、集群品牌形象缺失、品牌維護(hù)不善等問(wèn)題，這些問(wèn)題嚴(yán)重制約著我國(guó)文化產(chǎn)業(yè)園區(qū)核心競(jìng)爭(zhēng)力的提升，阻礙了中國(guó)文化產(chǎn)業(yè)園區(qū)品牌的構(gòu)建和健康發(fā)展。 第三部分是本文的重點(diǎn)篇章，詳細(xì)地闡述了當(dāng)下文化產(chǎn)業(yè)園區(qū)品牌構(gòu)建的總體思路和策略。這一部分，主要針對(duì)我國(guó)文化產(chǎn)業(yè)園區(qū)品牌構(gòu)建存在的問(wèn)題，參照首批國(guó)家級(jí)文化產(chǎn)業(yè)示范園區(qū)品牌構(gòu)建的成功經(jīng)驗(yàn)，提出系統(tǒng)性更強(qiáng)、層次更鮮明、文化特色更為突出的品牌構(gòu)建三大策略。定位策略——通過(guò)借鑒“消費(fèi)者-競(jìng)爭(zhēng)者-品牌自身”品牌定位法，本文認(rèn)為中國(guó)文化產(chǎn)業(yè)園區(qū)的品牌定位，應(yīng)著重把握時(shí)代背景、地域文化、行業(yè)現(xiàn)狀等三個(gè)維度，從三者的交融互動(dòng)中提煉出自身的個(gè)性氣質(zhì)，從而為中國(guó)文化產(chǎn)業(yè)園區(qū)品牌構(gòu)建指明方向。集群品牌策略——本文認(rèn)為從系統(tǒng)建設(shè)的角度，中國(guó)文化產(chǎn)業(yè)園區(qū)品牌形象構(gòu)建，應(yīng)當(dāng)包括作為“文化之魂”的意象識(shí)別體系，“文化之魅”的符號(hào)識(shí)別體系，作為“文化之彰”的環(huán)境功能識(shí)別體系，三大體系一脈相承，互輔互適，方可實(shí)現(xiàn)讓中國(guó)文化產(chǎn)業(yè)園區(qū)的核心價(jià)值觀內(nèi)化于理念，外化于環(huán)境，固化于制度，顯化于形象之目的，從而提升文化產(chǎn)業(yè)園區(qū)的集群品牌形象。品牌維護(hù)與營(yíng)銷策略——本文認(rèn)為我國(guó)文化產(chǎn)業(yè)園區(qū)品牌應(yīng)該以政府主導(dǎo)型營(yíng)銷模式為主，通過(guò)廣告營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷、公關(guān)營(yíng)銷方式等進(jìn)行整合營(yíng)銷。定位策略是園區(qū)品牌構(gòu)建的起點(diǎn)，設(shè)計(jì)集群品牌形象系統(tǒng)是園區(qū)品牌構(gòu)建的重點(diǎn)，品牌形象系統(tǒng)的營(yíng)銷策略是對(duì)定位策略和集群品牌策略的檢驗(yàn)。 第四部分詳細(xì)的分析了宋都古城品牌構(gòu)建的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、威脅，在此基礎(chǔ)上，并提出了可行性建議。
[Abstract]:In recent years, with the support of various preferential policies, cultural industrial parks have blossomed everywhere. On the one hand, the cultural industrial park has become the key development object in the local government planning, on the other hand, it has also become one of the important hot issues in academic research. This paper will discuss the brand construction in the process of the construction of the cultural industrial park in China, analyze the current situation of the brand construction of the cultural industry park, and put forward the corresponding brand construction strategy on this basis. The article is divided into four parts: the first part defines the definition of cultural industrial park brand. On the basis of summarizing the previous research results, this paper defines the brand of cultural industry park as: many enterprises and institutions related to cultural industry gather in a particular region. A common medium that creates new value through long-term co-operation. Then it points out in detail the unique connotation of the brand of the cultural industry park: the main body of the cultural industry park brand is multiple, non-exclusive, regional culture and overall assets. In the second part, based on the discussion of the current situation of cultural industrial park development, the related problems in the brand construction of cultural industrial park are discussed in depth. This paper holds that the cultural industrial parks in China are developing rapidly, with different names, various types, more concentrated distribution, unbalanced development between the east and the west, and the lack of clear property rights and the construction subject in the process of building the brand. Lack of understanding of the cluster brand, lack of brand image, poor brand maintenance and other problems, these problems seriously restrict the promotion of core competitiveness of cultural industrial parks in China. It hinders the construction and healthy development of Chinese cultural industrial park brand. The third part is the key chapter of this paper, elaborated the current cultural industry park brand construction of the overall ideas and strategies. In this part, according to the successful experience of the first batch of national cultural industry demonstration park brand construction, the author points out that the system is more systematic and the level is more distinct, in view of the problems existing in the brand construction of the cultural industry park in our country. More prominent cultural characteristics of the brand construction of three major strategies. By referring to the brand positioning method of "consumer-competitor brand itself", this paper holds that the brand positioning of China's cultural industrial park should focus on three dimensions: the background of the times, the regional culture, and the current situation of the industry. From the interaction of the three, the author abstracts his own personality, and points out the direction for the brand construction of China's cultural industrial park. Cluster brand strategy-from the point of view of system construction, the brand image construction of Chinese cultural industrial park should include image recognition system as "soul of culture" and symbol recognition system of "charm of culture". As a recognition system of environmental function of "culture", the three systems are in the same vein and mutually suitable for each other, so that the core values of China's cultural industrial park can be internalized in the idea, externalized in the environment and solidified in the system. In order to enhance the brand image of the cultural industrial park cluster. Brand maintenance and Marketing Strategy-this paper holds that the brand of China's cultural industrial park should be based on the government-oriented marketing model, and integrate marketing through advertising marketing, network marketing, public relations marketing and so on. The positioning strategy is the starting point of the brand construction of the park, the design of the cluster brand image system is the focus of the park brand construction, and the marketing strategy of the brand image system is the test of the positioning strategy and the cluster brand strategy. The fourth part analyzes the advantages, disadvantages, opportunities and threats of the brand construction of Song du ancient city in detail, and puts forward some feasible suggestions.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 花建;文化產(chǎn)業(yè)競(jìng)爭(zhēng)力的內(nèi)涵、結(jié)構(gòu)和戰(zhàn)略重點(diǎn)[J];北京大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2005年02期

2 楊吉華;;我國(guó)文化產(chǎn)業(yè)園發(fā)展現(xiàn)狀、存在問(wèn)題及對(duì)策[J];北京市經(jīng)濟(jì)管理干部學(xué)院學(xué)報(bào);2006年03期

3 向勇;陳嫻穎;;文化產(chǎn)業(yè)園區(qū)理想模型與“曲江模式”分析[J];東岳論叢;2010年12期

4 符正平;論企業(yè)集群的產(chǎn)生條件與形成機(jī)制[J];中國(guó)工業(yè)經(jīng)濟(jì);2002年10期

5 常叔杰;;西安曲江旅游產(chǎn)業(yè)集群發(fā)展SWOT分析[J];經(jīng)濟(jì)與社會(huì)發(fā)展;2008年09期

6 陳和平;;實(shí)施產(chǎn)業(yè)集群品牌戰(zhàn)略 增強(qiáng)區(qū)域經(jīng)濟(jì)競(jìng)爭(zhēng)力[J];科技創(chuàng)業(yè)月刊;2006年10期

7 熊明華;地域品牌的形象建設(shè)與農(nóng)業(yè)產(chǎn)業(yè)化[J];中國(guó)農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2004年02期

8 朱玉林;康文星;;基于農(nóng)業(yè)產(chǎn)業(yè)集群的區(qū)域品牌需求與供給分析[J];求索;2006年07期

9 蓋宏偉;;產(chǎn)業(yè)集群品牌特征、結(jié)構(gòu)及構(gòu)建策略[J];企業(yè)經(jīng)濟(jì);2010年11期

10 楊帆;鄭直;;拓展開(kāi)封宋文化主題公園的對(duì)策[J];企業(yè)導(dǎo)報(bào);2011年13期

相關(guān)博士學(xué)位論文 前1條

1 肖雁飛;創(chuàng)意產(chǎn)業(yè)區(qū)發(fā)展的經(jīng)濟(jì)空間動(dòng)力機(jī)制和創(chuàng)新模式研究[D];華東師范大學(xué);2007年

相關(guān)碩士學(xué)位論文 前6條

1 羅佳;文化產(chǎn)業(yè)集群的發(fā)展研究[D];浙江大學(xué);2006年

2 李金剛;我國(guó)產(chǎn)業(yè)集群品牌發(fā)展研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2007年

3 趙謙;關(guān)于創(chuàng)意產(chǎn)業(yè)園區(qū)的理論與實(shí)證研究[D];北京交通大學(xué);2007年

4 焦志明;我國(guó)文化產(chǎn)業(yè)集群運(yùn)行機(jī)理分析[D];山西財(cái)經(jīng)大學(xué);2008年

5 林南稀;福州拖鞋產(chǎn)業(yè)集群品牌構(gòu)建探討[D];廈門(mén)大學(xué);2009年

6 王光遠(yuǎn);產(chǎn)業(yè)集群品牌建設(shè)策略研究[D];山東大學(xué);2009年

本文編號(hào)：2024799