The Research On Brand Communications Of Cultural Creative Industrial Park In Zhejiang Province Under Experiential Marketing Perapective

With the coming of creative economy era, it booms to make people's creativity and wisdom as the core elements of the cultural creative industries and has become new trend of an economic industry and urban development. At present, the cultural creative industries have demonstrated a strong momentum of development within China and its characteristics of spatial concentration are becoming increasingly obvious. Zhejiang Province, as one of the provinces that develop fastest has grown into a province with the spatial distribution from of city-dependent and development gathering.The majority of cultural creative industries lie in developed cities which have batter industrial base such as Hangzhou, Ningbo, Wenzhou, Yiwu and so on. They also create some well-known characteristic park brand. But overall, Zhejiang industrial park brand should be strengthened and need to deepen the brand-building, especially make strategies of effective brand communication.In this paper, the investigation Hangzhou, Ningbo, Wenzhou, Yiwu four central city park brand communications and creative industries and cultural status, the combined experience of marketing communications theory, analysis of cultural and creative industrial park, Zhejiang Province, brand marketing communication problems, propose specific strategies accordingly. Combined with "creative city of Hangzhou White Horse Lake Ecology SOHO Creative Park" case of the communication strategy were demonstrated.This paper argues that cultural and creative industrial park, Zhejiang, brand experience marketing communication should take the following strategy: First, based on the creative class and the interests of consumer groups, cultural and creative industries park refining the core brand values, brand characteristics to build the park; Second, the integration of regional advantages of resources, provide features to experience activities through all-round experience of the heart the spirit of the brand core, deepen the Park brand image; final stakeholders based on the needs of the brand, and strengthen cultural and creative industry park brand communication content, and brand experience zone promote the dissemination of marketing business model in order to enhance economic growth, accelerate industrial upgrading.The innovation of this paper is that the experience of marketing communication theory applied to the cultural and creative industrial park in the framework of the practice of brand communication, a clear competitive advantage of building a cultural and creative garden brand exploratory research to do that.