【摘要】：文化創(chuàng)意產(chǎn)業(yè)是通過知識產(chǎn)權(quán)的開發(fā)和運(yùn)用,產(chǎn)生出高附加值產(chǎn)品,具有創(chuàng)造財(cái)富和就業(yè)潛力的產(chǎn)業(yè)。深圳市在面臨人口、資源、土地、環(huán)境“四個(gè)難以為繼”的挑戰(zhàn)下,走出了調(diào)整和優(yōu)化產(chǎn)業(yè)結(jié)構(gòu),大力發(fā)展文化創(chuàng)意產(chǎn)業(yè)的新路子。 梧桐山文化創(chuàng)意產(chǎn)業(yè)園位于深圳市梧桐山風(fēng)景名勝區(qū)腹地,曾聚集著大量小作坊,影響了附近的深圳水庫一級水源保護(hù)區(qū)和梧桐山的生態(tài)環(huán)境,同時(shí)也制約了該片區(qū)整體環(huán)境的提升和經(jīng)濟(jì)發(fā)展。2008年以來,羅湖區(qū)政府把梧桐山片區(qū)作為重點(diǎn)投資項(xiàng)目和舊改項(xiàng)目,著力打造一個(gè)集創(chuàng)意設(shè)計(jì)、藝術(shù)原創(chuàng)、旅游休閑、民間收藏展示等為一體的文化創(chuàng)意產(chǎn)業(yè)園,使之成為一個(gè)“讓生活慢下來的地方”的藝術(shù)小鎮(zhèn)。 本文希望通過國內(nèi)外經(jīng)驗(yàn)借鑒、市場營銷理論知識、數(shù)據(jù)分析、市場研究以及與相關(guān)政府部門的溝通聯(lián)絡(luò),為梧桐山文化創(chuàng)意產(chǎn)業(yè)園制定系統(tǒng)的營銷戰(zhàn)略和營銷策略。本文立足于營銷管理學(xué)的理論基礎(chǔ),對梧桐山文化創(chuàng)意產(chǎn)業(yè)園開展有目標(biāo)性和針對性的營銷研究,對營銷環(huán)境進(jìn)行了客觀分析,在此基礎(chǔ)上提出具體營銷戰(zhàn)略和營銷策略,并對營銷活動(dòng)的實(shí)施保障措施等實(shí)際問題進(jìn)行了探討。通過本文的研究,力求實(shí)現(xiàn)梧桐山文化創(chuàng)意產(chǎn)業(yè)園經(jīng)濟(jì)效益和社會(huì)效益的最大化,實(shí)現(xiàn)市場認(rèn)同、企業(yè)認(rèn)同和政府收益。本文致力于研究文化創(chuàng)意產(chǎn)業(yè)園區(qū)發(fā)展模式的經(jīng)驗(yàn),為深圳市乃至全國城市文化產(chǎn)業(yè)轉(zhuǎn)型升級提供理論支持和實(shí)踐借鑒。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;G124

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本文編號：2349827