本文關(guān)鍵詞： 廣告產(chǎn)業(yè)園區(qū) 廣告產(chǎn)業(yè)園區(qū)品牌 品牌塑造　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年,隨著國家大力發(fā)展廣告產(chǎn)業(yè),我國廣告產(chǎn)業(yè)園建設(shè)從國家級到省市級快速推進(jìn),出現(xiàn)了“廣告產(chǎn)業(yè)園”熱。如何體現(xiàn)差異化發(fā)展,形成鮮明的特色,廣告產(chǎn)業(yè)園區(qū)的品牌塑造勢在必行。本文選取32個(gè)國家級廣告產(chǎn)業(yè)園區(qū)和試點(diǎn)園區(qū)作為研究對象,以產(chǎn)業(yè)集群理論、品牌學(xué)理論為基礎(chǔ),就廣告產(chǎn)業(yè)園區(qū)品牌塑造問題展開論述,以期能推動其品牌發(fā)展。本文認(rèn)為,(1)中國廣告產(chǎn)業(yè)園區(qū)品牌塑造才剛剛起步,絕大多數(shù)還處在品牌萌芽階段,只有極少數(shù)的處于品牌成長階段,而品牌成熟階段的廣告產(chǎn)業(yè)園區(qū)還基本處于空缺狀態(tài)。(2)中國廣告產(chǎn)業(yè)園區(qū)品牌塑造存在著品牌塑造主體職能不清、品牌定位缺乏特色、品牌識別沒有系統(tǒng)性、品牌整合傳播意識不強(qiáng)等問題。(3)要實(shí)現(xiàn)中國廣告產(chǎn)業(yè)園區(qū)品牌的高速發(fā)展,首先,要明確塑造主體職能,走“政府主導(dǎo),運(yùn)營公司和行業(yè)協(xié)會協(xié)同管理、集群內(nèi)企業(yè)積極參與”的品牌塑造之路;其次,要明晰園區(qū)定位,以地域資源、行業(yè)屬性為基礎(chǔ),進(jìn)行多角度定位;再次,要構(gòu)建園區(qū)品牌識別體系,實(shí)現(xiàn)意象識別體系,符號識別體系,環(huán)境功能識別體系系統(tǒng)性運(yùn)作;最后,整合品牌傳播,綜合運(yùn)用多種傳播策略,尤其要注重新媒體的運(yùn)用。本文將傳播學(xué)、市場營銷學(xué)、廣告學(xué)等理論綜合運(yùn)用到廣告產(chǎn)業(yè)園區(qū)品牌塑造的實(shí)踐框架中,以期對塑造廣告產(chǎn)業(yè)園區(qū)品牌做一點(diǎn)探索性的研究。
[Abstract]:In recent years, with the vigorous development of advertising industry in China, the construction of advertising industry park in our country has developed rapidly from the national level to the provincial and municipal levels, and the "advertising industry park" has become hot. This paper selects 32 national advertising industry parks and pilot parks as the research object, based on the industrial cluster theory and brand theory. This paper discusses the brand shaping of advertising industry park in order to promote its brand development. This paper holds that the brand shaping of advertising industry park in China is just in its infancy, most of which are still in the embryonic stage of brand. Only a few are in the stage of brand growth, and the advertising industry park in the mature stage of brand is still in the vacancy state. In order to realize the rapid development of Chinese advertising industry park brand, first of all, it is necessary to clearly shape the main function, go "government-led, operating companies and industry associations to coordinate management," and so on, brand recognition is not systematic, brand integration and communication consciousness is not strong, so as to realize the rapid development of Chinese advertising industry park brand. Enterprises in the cluster actively participate in the "brand shaping" road; secondly, to clarify the location of the park, based on regional resources, industry attributes, multi-angle positioning; thirdly, to build a park brand recognition system, to achieve image recognition system, The system of symbol recognition, environmental function recognition system is systematic; finally, integrate brand communication, comprehensive use of a variety of communication strategies, especially pay attention to the use of new media. The theory of advertising is comprehensively applied to the practical frame of brand shaping in advertising industry park, in order to do some exploratory research on the brand of advertising industry park.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F273.2;F713.8

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本文編號：1537911