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  本文選題：文化創(chuàng)意產(chǎn)業(yè)園 + 體驗營銷��； 參考：《浙江工業(yè)大學》2012年碩士論文

【摘要】：伴隨著創(chuàng)意經(jīng)濟時代的來臨,以人的創(chuàng)造性和智慧為核心特征的文化創(chuàng)意產(chǎn)業(yè)蓬勃興起,并已成為城市和經(jīng)濟產(chǎn)業(yè)發(fā)展的新趨勢。目前,文化創(chuàng)意產(chǎn)業(yè)在中國范圍內(nèi)已展現(xiàn)出強勁的發(fā)展態(tài)勢,其空間集聚特征日益明顯。浙江省作為全國創(chuàng)意產(chǎn)業(yè)發(fā)展最快的省份之一,其文化創(chuàng)意產(chǎn)業(yè)已經(jīng)逐步形成依托城市、集聚發(fā)展的空間布局形態(tài)。在浙江杭州、寧波、溫州、義烏等產(chǎn)業(yè)基礎(chǔ)較好的發(fā)達城市集中了大部分文化創(chuàng)意產(chǎn)業(yè),并且打造了部分具有一定知名度的特色園區(qū)品牌。但總體來說浙江省文化創(chuàng)意產(chǎn)業(yè)園的品牌效應(yīng)還有待加強,需要深化品牌建設(shè),尤其是推行行之有效的品牌傳播策略。 本文在調(diào)查浙江杭州、寧波、溫州、義烏四個中心城市文化創(chuàng)意產(chǎn)業(yè)園品牌傳播現(xiàn)狀之后,結(jié)合體驗營銷傳播的理論,分析浙江省文化創(chuàng)意產(chǎn)業(yè)園品牌營銷傳播的問題,提出具體相應(yīng)策略。同時結(jié)合“杭州白馬湖生態(tài)創(chuàng)意城SOHO創(chuàng)意園”案例對傳播策略進行了論證。本文認為浙江省文化創(chuàng)意產(chǎn)業(yè)園品牌體驗營銷傳播應(yīng)該采取以下策略:首先,基于園區(qū)自身特點,提煉文化創(chuàng)意產(chǎn)業(yè)園品牌的核心價值,構(gòu)建園區(qū)特色品牌;其次,整合地區(qū)優(yōu)勢資源,提供特色體驗活動,通過全方位體驗領(lǐng)會品牌核心精神,深化園區(qū)品牌形象;最后基于品牌相關(guān)利益者的需求,強化文化創(chuàng)意產(chǎn)業(yè)園品牌傳播內(nèi)容,并對園區(qū)品牌體驗營傳播銷模式進行推廣,以此提升經(jīng)濟增長,加快產(chǎn)業(yè)升級。 本文的創(chuàng)新之處就在于將體驗營銷傳播理論運用到文化創(chuàng)意產(chǎn)業(yè)園品牌傳播的實踐框架中,對構(gòu)建競爭優(yōu)勢明顯的文化創(chuàng)意產(chǎn)園品牌做一點探索性的研究。
[Abstract]:With the advent of the creative economy era, the cultural creative industry, which is characterized by human creativity and wisdom, is booming and has become a new trend in the development of urban and economic industries. At present, the cultural and creative industries in China have shown a strong trend of development, its spatial agglomeration characteristics are increasingly obvious. As one of the fastest developing provinces of creative industry in China, Zhejiang Province has gradually formed the spatial layout form of relying on the city and agglomeration and development of its cultural and creative industries. In Zhejiang Hangzhou, Ningbo, Wenzhou, Yiwu and other developed cities with a good industrial base, most of the cultural and creative industries have been concentrated, and some of the famous brand of the park have been created. But in general, the brand effect of Zhejiang Cultural and Creative Industry Park needs to be strengthened, so it is necessary to deepen brand construction, especially to carry out effective brand communication strategy. After investigating the current situation of brand communication in Zhejiang Hangzhou, Ningbo, Wenzhou and Yiwu, this paper analyzes the problems of brand marketing communication in Zhejiang Cultural and Creative Industry Park, combining with the theory of experience marketing communication. The corresponding strategies are put forward. At the same time, the communication strategy is demonstrated by the case of Soho Creative Park, the ecological creative city of Baima Lake in Hangzhou. This paper holds that the following strategies should be adopted in the experience marketing of cultural and creative industry park in Zhejiang province: firstly, based on the characteristics of the park itself, the core value of the brand of cultural and creative industry park should be refined and the characteristic brand of the park should be constructed; secondly, Integrate regional advantage resources, provide characteristic experience activities, understand the core spirit of brand through all-round experience, deepen the brand image of the park; finally, based on the needs of the brand related stakeholders, strengthen the cultural and creative industry park brand communication content, In order to promote the economic growth and accelerate the industrial upgrading, this paper popularizes the marketing mode of the brand experience camp in the park. The innovation of this paper is to apply the theory of experiential marketing communication to the practical frame of brand communication of cultural and creative industry park, and to do some exploratory research on constructing the brand of cultural creative production park with obvious competitive advantage.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G206;G124

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本文編號：2079985