Research On Brand Communication Strategy Of Cultural Creative Park In Liaoning

With the development of social economy,people's demand patterns are changing from the basic necessities of life to the spiritual demand,and cultural creative industry is catering to demand pattern changes.Recently,cultural creative park is a mass of flowers.The industrial agglomeration mode is becoming a typical feature of cultural industrial development.Liaoning Province is one of the northeast heavy industry base,the industrial structure is not balanced,the development of the cultural industry of the third industry has not been hot.Development and construction of cultural and creative park is a good recipe to promote social economic and cultural development.Liaoning province has historical culture,distinctive local customs,and the industrial sites provides special resources for development of cultural creative park.In recent years,the number of parks is increasing.However,for how to build unique brand haven't yet formed system.Based on research methods of the literature reading,visiting survey of part of cultural creative park in liaoning and interviewing relevant staff,master the whole situation of brand communication,analyzes the brand communication elements of culture creative industry park in liaoning province and the brand communication elements and strategy,discover that most of parks have many problems,such as,the imbalance of brand spread information,the single brand communication strategy and so on.To solve these problems,presented suggestions of brand communication strategy of cultural creative park from these angles,such as,mining characteristics of regional culture to build park culture brand,,accurating brand positioning,the integrated brand communication media.