辽宁省文化创意产业园区品牌传播策略研究

发布时间：2018-02-27 09:20

本文关键词： 辽宁省文化创意产业园区品牌传播策略　出处：《渤海大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的发展,人们的需求模式也发生着改变,从简单的衣、食、住、行需求升级到精神需求,文化创意产业的形成与发展正迎合了人们需求模式的变化。目前,全国文化事业发展蒸蒸日上,文化创意产业园区“遍地开花”。产业园区这种集聚化的产业模式也逐渐成为文化产业发展的一个典型特征。辽宁省作为东北重工业基地之一,产业结构发展不平衡,第二产业所占比重很大,而作为第三产业的文化事业发展始终不温不火,大力发展文化事业是辽宁省文化与经济双向发展的重要课题,开发建设文化创意产业园区正是带动社会经济与文化发展的一剂良方。辽宁省拥有悠久的历史文化,特色鲜明的地方风俗,加之其保留下来的工业遗址为发展文化创意产业园区提供了特殊的优势资源。近些年,省内园区开发建设如火如荼,园区数量逐年增加。然而,园区发展大多处于起步阶段,就如何打造有力、独特的园区品牌来说,尚未形成体系。通过对以往文献的整理分析和对部分园区的走访调查以及对园区工作人员、政府相关部门人员的访谈,基本掌握了辽宁省文化创意产业园区品牌传播整体情况,对园区品牌传播要素和品牌传播策略进行深入分析。发现多数园区对品牌传播的认知以及品牌传播策略的制定与实践都有待加强,存在品牌传播策略零散、品牌传播信息失衡、园区体验传播效果不理想等问题。就这些问题,结合园区的实际情况,从挖掘特色地域文化以构建园区文化品牌、品牌精准定位、平衡发展公共关系、整合运用传播媒体等角度提出辽宁省文化创意产业园区品牌传播策略的提升建议。
[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.
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

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