Study On The Brand Communication Strategy Of China Cultural Industry Park

Since the State Council released the "Cultural Industry Revitalization Plan" in 2009,the cultural industry has been listed as a national strategic industry and has undergone a golden period of development.As a carrier of cultural industries,cultural industry parks have also entered a phase of rapid construction.At present,the total number of cultural parks of various types and levels across the country has remained at around 2,500.In the face of a large number of cultural parks,the Ministry of Culture issued in the 2017 "Cultural Industry Development Plan for the 13th Five-Year Plan period" of the Ministry of Culture explicitly proposed to build a national-level cultural industry park with significant effects.This policy puts forward clear requirements for the creation of a brand and the promotion of efficiency in China's cultural parks.Based on this background,this article takes the brand building and communication strategy as the foothold for the study of Chinese cultural parks,and aims to propose scientific and rational guidance on brand communication theory for Chinese cultural parks.This article comprehensively uses literature research,case studies,field trips and other research methods to sort out the basic state of our cultural park brand from the macro perspective of brand building,and summarizes the five types and five functions of the cultural park in our country.The brand system builds a reasonable analytical framework.Based on this brand analysis framework,a large number of cultural park brands in China can be quickly classified as cognitive and understanding.This brand analysis framework also provides a reference to theoretical scholarship system for related scholars to conduct cultural park brand research.At the same time,this article combines brand positioning theory,industrial cluster theory,and agenda setting theory to conduct a brand communication strategy research on the Qufu Cultural Demonstration Zone,the only state-level cultural industry demonstration zone in Shandong Province.In this article,the Qufu Cultural Demonstration Zone was field-tested for more than half a year,and the first-hand information on brand communication practice since Qufu Cultural Demonstration Zone was established for three years was collected.From the perspective of brand building,this article abstracts out five strategies for brand communication in the Qufu Cultural Demonstration Zone:brand communication strategy,brand strategy communication strategy,brand theme communication strategy,brand platform communication strategy,and multi-channel communication strategy.Five different strategies were used to analyze the different values of brand building in cultural parks.Finally,this paper proposes research ideas for the future brand building of cultural parks in China from four aspects:personalized positioning,systematic planning,big data application,and international perspective.