本文選題：中原廣告產(chǎn)業(yè)園 + 品牌建設(shè)��； 參考：《鄭州大學》2013年碩士論文

【摘要】：2012年開始,我國開始出現(xiàn)一個新興事物,叫做廣告產(chǎn)業(yè)園。在國家近一段時間出臺的政策來看,我國對廣告業(yè)的重視程度在逐步增加。中原廣告產(chǎn)業(yè)園作為為中央財政支持廣告業(yè)試點園區(qū),對河南省及中原地區(qū)廣告產(chǎn)業(yè)的發(fā)展有著重要的意義。如何發(fā)展好產(chǎn)業(yè)園,為中原地區(qū)廣告產(chǎn)業(yè)做出更大的貢獻是非常值得研究的問題。對商品進行品牌建設(shè)是發(fā)展商品的一個必要途徑,所以,本研究嘗試探索出適用于中原廣告產(chǎn)業(yè)園品牌建設(shè)的途徑,以供其發(fā)展使用。 本次研究共分為五章： 第一章論述了目前我國廣告產(chǎn)業(yè)園的現(xiàn)狀以及為什么要建立廣告產(chǎn)業(yè)園,為什么要建設(shè)廣告產(chǎn)業(yè)園品牌進行答疑。另外還包括研究的背景、理論意義和實踐意義、研究的內(nèi)容和所運用到的研究方法,并初步總結(jié)了研究中的難點與創(chuàng)新點。 第二章首先確認了廣告產(chǎn)業(yè)園的本質(zhì)是一種產(chǎn)業(yè)集聚區(qū)�？梢越柚a(chǎn)業(yè)集聚理論來建設(shè)和發(fā)展。其次,論述了廣告產(chǎn)業(yè)園的特殊性,它是一種以創(chuàng)意能力為核心的產(chǎn)業(yè)園,它必須在接受企業(yè)委托之后才能開始工作,比一般園區(qū)更需要注意與媒體的合作。再次,確認廣告產(chǎn)業(yè)園品牌是一種區(qū)域品牌,它是指：在某一特定地理區(qū)域范圍內(nèi),也就是產(chǎn)業(yè)園地區(qū),關(guān)于廣告產(chǎn)業(yè)的各類企業(yè)所共同擁有的,帶有一般產(chǎn)品品牌屬性的,能表現(xiàn)整個廣告產(chǎn)業(yè)園地區(qū)的共同形象的,是屬于整個廣告產(chǎn)業(yè)園內(nèi)企業(yè)的外在體現(xiàn)。第四,產(chǎn)業(yè)園與產(chǎn)業(yè)園品牌的互聯(lián)機制。產(chǎn)業(yè)園的建設(shè)是品牌的基礎(chǔ),品牌又是產(chǎn)業(yè)園發(fā)展的助力。第五,根據(jù)PLC理論和BLC理論,嘗試推導出了適用于廣告產(chǎn)業(yè)園品牌的生命周期理論,第六,廣告產(chǎn)業(yè)園品牌建設(shè)途徑探索,使用凱文·萊恩·凱勒的品牌建設(shè)理論為基礎(chǔ),再進行了拓展,最終總結(jié)出五條建設(shè)途徑。 第三章首先對我國廣告產(chǎn)業(yè)園品牌建設(shè)現(xiàn)狀進行綜述,對品牌建設(shè)經(jīng)驗進行梳理和總結(jié),但考慮到目前中國的廣告產(chǎn)業(yè)園正式開始運作的不多,大部分還處于發(fā)展的初級階段,給本次研究提供的參考價值較少。所以本次研究選擇通過分析其他相關(guān)產(chǎn)業(yè)園的品牌建設(shè)入手,根據(jù)相似性原則,最終選取了北京798創(chuàng)意產(chǎn)業(yè)園為研究對象,對其在品牌建設(shè)的過程中的有效經(jīng)驗進行總結(jié),作為建設(shè)廣告產(chǎn)業(yè)園品牌的經(jīng)驗。 第四章中使用SWOT分析法,對中原廣告產(chǎn)業(yè)園進行分析,后把中原廣告產(chǎn)業(yè)園的品牌定位為：做一個可以促使中原地區(qū)廣告水平發(fā)展的產(chǎn)業(yè)集聚區(qū)。然后建議通過五種方法中原廣告產(chǎn)業(yè)園品牌建設(shè),分別是：品牌定位、品牌設(shè)計、品牌營銷、次級品牌聯(lián)想及品牌維護。 通過以上四章對理論以及現(xiàn)狀的探索,最后第五章總結(jié)結(jié)論。
[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.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F713.8

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本文編號：1885771