A Research On Brand Building Of Zhongyuan Advertising Industry Park

Starting in2012, China began a new thing called the Advertising Industry Park. In recent years, more and more attention to the advertising industry in China. Zhongyuan ads Industrial Park is the central financial support for the pilot zone of the advertising industry. He is very important for 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 Zhongyuan areas, is very worthy of study. Goods brand building is a necessary way to do of goods, so this study is to find out ways to apply to brand-building in the Zhongyuan advertising industrial park.This report is divided into five parts:The first chapter discusses the status of the advertising industry park and why China needs to create an ad industrial park, Why to build a advertising industry park brand. The background, theoretical and practical significance. Contents and methods of the study. The theory of industrial agglomeration area and Theory of brand building.The second chapter, first make sure the nature of the advertising industry park is an industry gathering area. It can use the theory of industrial clustering to construction and development. Secondly, we discussed the special nature of the advertising industry park, it is a creative ability as the core of the industrial park, it began to work in behalf of enterprises, more than the average park need to pay attention to cooperation with the media. The third part, the author believes Advertising Industrial Park brand is a regional brand, fourth, Industrial Park and Industrial Park brand is linked. The construction of the industrial park is the basis of brand, brand help the development of the industrial park. Fifth, the authors derive the cycle theory for advertising industry park brand. Sixth, how to brand-building industrial park on advertising, the use of Kevin Lane Keller’s brand-building theory, and then were expanded, and ultimately concluded that five construction way.In the third chapter, first discusses the present situation of China’s advertising industry park, and then take into account China’s advertising industry park officially began operation very little, we can only start by the status of other related industrial park. The study selected798Creative Industry Park as an example, to summarize its effective experience, as the experience of the Advertising Industry Park brand.The fourth part use the SWOT analysis of Central China advertising industry park. Zhongyuan advertising industrial park position is:Better ad development of the Central Plains. The final recommendations of Zhongyuan advertising Industrial Park brand building by five methods, namely:brand positioning, brand design, brand marketing, secondary brand associations and brand maintenance.Through the four chapters of the study, the fifth chapter summarizes the conclusions.