Research On Brand Building Of CK Cultural And Creative Park

People's demand for spiritual culture continues to increase with the development of society,and the cultural industry is vigorously growing.As a cluster of cultural and creative industries,cultural and creative industry parks are quietly emerging all over the world.The Cultural and Creative Park attracts various cultural enterprises,promotes the development of cultural industries,and even promotes the progress of the tourism industry.The predecessor of CK Cultural and Creative Park was the Ma'anshan Mine Research Institute.It was established in 1963 and is a Soviet-style building.The preserved buildings in the courtyard also conform to the characteristics of the cultural and creative park.In the nearly 5 years since the establishment of the park,its development has not been as good as it was originally imagined.The occupancy rate of the park is not high and there are frequent cases of enterprise cancellations.This is undoubtedly a huge blow to the cultural and creative park.In line with the purpose of "culture + creativity",it failed to build a good reputation,and failed to form a good brand effect.From the very beginning,few people knew it until the later people heard the name of the park.It was because of the existence of brand building.There are defects.Only by planning and building a good brand and increasing brand communication can it bring people to the park and achieve a win-win situation between the park and the tenants.However,the current park is relatively weak in terms of brand building.Based on the current situation of CK Cultural and Creative Park,such as its geographical location,surrounding environment,population flow and policy support,it analyzes in depth the factors affecting brand image and finds out the problem of poor brand building effect.Relying on the relevant basic theories of brand building,such as the current relatively trendy and practical BAV model and CBBE model,combined with the brand building goals of CK Cultural and Creative Park,sum up the most suitable brand building plan for CK Cultural and Creative Park and its future brand building The plan is researched and explored,and at the same time,it is clear that the human and material resources,services,and funding must be ensured in the implementation of the plan.Cultural and creative parks are currently one of the most important directions for the development of various cities in our country.Its establishment not only accelerates the transformation of the city,but more importantly,allows culture to become a part of people's lives.The lack of brand is a difficult problem faced by many parks.By studying the brand construction of cultural and creative parks,this article can test whether the existing theoretical foundations are used in cultural and creative parks on the one hand,and on the other hand,it hopes to provide experience and reference for more cultural and creative parks in China.