Research On The Intelligent Valley Cultural Park Online And Offline Integration Strategy Of Brand Community

Cultural Industry Park is a park that contains activities of cultural industry.Relying on social media,more and more industrial parks have established online brand communities.How to realize O2 O business model-based seamless integration of online and offline brand communities and form a complete closed-loop to continuously improve customer stock and increment has gradually become critical to the success of brand communities.In this thesis,Zhigu Cultural Industrial Park is taken as the object to discuss the application of O2O-based online and offline integration strategy in the industrial park industry.This thesis enriches the research on the marketing direction of the cultural industry park.From the perspective of online and offline integration,this thesis deeply analyzes and plans the practical application of brand community marketing,which is innovative in research perspectives and cases.Zhigu Cultural Industry Park established its own online brand community on the We Chat platform in July 2020,of which the members mainly included the operating teams of the park,the network community management personnel of the park and the employees of the enterprises settled in the park.The questionnaire survey results show that there are many problems related to the brand community.This thesis aims at providing support for the industrial park to improve its brand community management strategy and solve the above problems by establishing a sound online and offline integration system.This thesis begins with definitions and theoretical basis of related concepts,including offline brand community,online brand community,online and offline integration(O2O),brand community identity,etc.Secondly,it employs PEST analysis,3C analysis,STP analysis,etc.,to analyze the external and internal environment of the park.Then,it introduces the background and the current operating state of the park,as well as the marketing environment and future direction of the park;Through a questionnaire survey,the problems arising from the operation and management of the brand community are identified,and the corresponding causes are analyzed.Later,this thesis expounds on the purpose of establishing and activating the online brand community,that is to win recognition of the brand and the brand community from the settled enterprises and their employees,help realize their economic,information,networking and social values and grow together with the park.finally,it puts forward the online operation,offline operation,online and offline integration strategies for the brand community of the park.Through online-offline integrated marketing,it’s to enhance the recognition of the businesses and their staff in Intelligent Valley Cultural Park on the Park’s brand and brand community,vitalize the brand community,enhance the brand effect of Intelligent Valley Cultural Park,enhance business retention of the Park,and implement a 5-stage client management strategy,that is,“attracting,activating,sticking,value-enhancing,and recommending”.In this way,the sense of belonging,liveliness,and happiness of the businesses will grow.The Park can further improve services and functions,integrate industrial ecosystems,provide a sharing and integrated environment for businesses,and make them grow together with the Park.