The Research On Brand Communications Strategy Of Cultural Creative Industrial Park In Chengdu City

In recent years, the cultural and creative industries within China has demonstratedstrong momentum of development, its the Agglomeration Features increasinglyobvious,the scene of prosperously development has appeared about cultural creativeindustrial park too. How to stand out in the homogenization of competition make thebrand building of cultural and creative industries are imperative. Chengdu as thecountry’s one of the faster development of creative industries in the city, and itscultural creative industries has gradually formed relying on the morphology of thespatial layout of the city cluster development, produced a large number of culturalcreative industry park the formation and some of the features of the park brands. but thecultural creative Industry Park brand effect in Chengdu has yet to be strengthened Ingeneral terms, there have huge of necessity to deepen brand building, especially inthe implementation of effective brand communication strategy.In this paper, literature analysis, case studies and questionnaire methods andother methods are used,to defining the related concepts of cultural creative industrypark, making one brief analysis to the elements of brand communication from theperspective of communication studies, combining of investigation has carried on theresearch results of the present of Chengdu culture creative industry park developmentpresent situation and the brand spread and brand present situation. According to theresults of this research, choose the representative of the eastern music park of Chengdu,35and red star road as a case study from the positioning strategy, behavior,communication strategy, visual communication strategy on three aspects to discussingthe rand communication strategy of cultural creative industry park in Chengdu.End, this paper based on stocktaking and analysis, summed up brandcommunication strategy deficiencies of cultural creative industries park in Chengdu andproposed feasibility proposal, in order to promote the brand communication of culturalcreative industries park in Chengdu and promote its brand development. The innovationof this paper is that are combined of communication and brand communication andmarketing theory into practice within the framework of cultural creative industrial park brand transmission, for the construction of competitive advantages obvious culturalcreative park brand to do some exploratory research.