The Study On Brand Building Of Advertising Industry Park In China

In the context of a national drive to develop the advertising industry, advertising industry park construction in China develops rapidly from national level to provincial and municipal level, along with the emergence of the "advertising industry park" hot.How to reflect the differences in development and sharp features make the brand building of advertising industry park imperative. Selecting nationally instructed 32 national advertising parks and pilot parks as the object of this study and based on industrial cluster theory and theory of brand, this paper studies on the brand building of advertising industry park so as to promote the development of its brand.This paper argues that(1)The brand building of advertising industry parks in China has just started, however, the vast majority are still in brand bud and there are very few in the brand development stage, while mature advertising industry park is still vacant.(2) In the brand building of China's advertising industry park, there are still problems including unclear subject function of brand building, park location lacking features, unsystematic brand recognition, weak brand spreading awareness.(3) To achieve the high-speed development of the brand of advertising industry park in China,firstly, the subject functions should be cleared and the brand should be built in the way that "Government leads, operation companies and industrial associations collaboratively manage, and enterprises within the cluster actively participate";secondly, the park positioning should be cleared by multiple perspectives of geographical resources and industrial properties; what's more, the park brand recognition system should be constructed so as to achieve the harmonious operation of images recognition system, symbols recognition system, environment function recognition system; at last, brand spreading should be integrated and various spreading strategies should be comprehensively utilized, with particular emphasis on the use of new media.This paper applies comprehensively the theories of communication, marketing,advertising, and others to the practical framework of advertising industry park branding, with a view to explore a better way of the brand building of advertising industry park.