LY 文化创意产业园区是一个身处 CBD，有较多的知名文化公司及文化类店
铺入驻的，入驻率长期高于平均水平的高品质文化创意产业园区，相对来说有着
较为完整的管理与规划。它同时也是大型地产集团中为数不多的文化符号，在运
营初期，就投入了大量资金及人力，也取得了一定的成果。在做好商铺服务工作
的同时，LY 文创园也在寻求进一步的发展。只有做好品牌培育工作，提升品牌
知名度，才能够为园区带来人流量，达成园区与商户的共赢，并吸引更多优质文
化企业的入驻，促进后续的招商工作顺利开展。然而，在针对文化创意产业园区
的品牌培育工作的研究以及经验相对较少，过去人们仅将其作为服务提供者进行
探讨，而并不作为一个运营主体进行关注。本文就以 LY 文化创意产业园区为主
体，对其未来的品牌培育改进方案进行研究及探索，并希望可以为未来更多文化
创意产业园区的品牌工作提供经验借鉴
本文针对目前 LY 文化创意产业园区的自身现状，以及培育工作进行深入分
析，找出品牌培育效果不佳的问题所在。依托品牌培育的相关基础理论，将其运
用到文化创意产业园这一行业中，并结合 LY 文创园的既有目标，总结出最适合
LY 文化创意产业园的品牌培育方案，同时提出改进方案实施过程中需要做好的
人力、服务、制度、资金等方面的保障措施
本文希望通过研究，对 LY 文化创意产业园区未来的品牌培育工作以及创新
发展有所帮助，并对其他各类文创园未来的发展有借鉴意义。吉林大学硕士学位论文
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关键词：
文化创意产业园，品牌，营销，改进方案，实施保障Abstract
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Abstract
Research on brand cultivation of LY Cultural and Creative
Industrial Park
As people&39;s material living standards continue to improve, more and more people
begin to pay attention to their spiritual and cultural life. Cultural industry began to
emerge. With the continuous development of cultural and creative industries, cultural
and creative industrial park, as a cultural and creative industry cluster area is also
quietly rising all over the world. As a gathering place of cultural and creative
enterprises, cultural and creative industrial parks can better meet people&39;s spiritual
needs, promote the further development of cultural industry, and even promote the
development of tourism industry.
LY Cultural and Creative Industrial Park is a high quality cultural and creative
industry park, which is located in CBD, with more well-known cultural companies
and cultural shops settled, and the long-term Settlement rate is higher than the average
level. Its management and planning is more complete than other parks. It is also one
of the few cultural symbols in the large real estate group. At the beginning of the
operation, it has invested a lot of money and manpower, and has made some
achievements. While doing shop service work, LY Cultural and Creative Industrial
Park is also looking for further development. Only by doing a good job in brand
cultivation and enhancing brand awareness, can we bring the flow of people to reach
the park, achieve win-win situation between the park and the business, attract more
high-quality cultural enterprises to enter, and promote the smooth development of the
subsequent investment work. However, the research and development work
experience is relatively less in the cultural and creative industrial park brand, in the
past people only do research by looking cultural and creative industrial park as a
service provider, rather than as a main operational subject. This article taking the LY
Cultural and Creative Industry Park as the main subject, studies and explores its future
brand cultivation improvement program, and hopes to provide experience for the
future more cultural creative industry park brand work.
This article analyses the current situation of LY Cultural and Creative Industry吉林大学硕士学位论文
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Park, as well as the work of brand cultivation, to find out the problem of poor brand
cultivation. This article applies the related basic theory of brand cultivation to the
industry of cultural and creative industries and combines with the existing goals of LY
Cultural and Creative Industry Park to sum up the best brand cultivation program of
LY cultural and creative industries. This paper also puts forward some safeguard
measures such as manpower, service, system and fund that need to be improved in the
course of improving the plan.
This article hopes that through the research, it will be helpful to the future brand
cultivation and innovation development of LY Cultural and Creative Industries Park.
It also has reference significance for the future development of other kinds of cultural
and creative parks.
Key Words:
Cultural and Creative Industry Park, Brand, Marketing, Improve programs,
Implementation目录
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目 录
第 1 章 绪论 .........1
1.1 研究的背景及意义 .......... 1
1.1.1 选题背景 .. 1
1.1.2 研究意义 .. 2
1.2 研究的主要内容2
1.2.1 研究目标 .. 2
1.2.2 研究内容 .. 3
1.3 研究的方法及技术路线....... 3
1.3.1 研究方法 .. 3
1.3.2 研究总体思路及技术路线。 .......... 4
第 2 章 品牌培育相关基础理论的概述 ...........7
2.1 品牌内涵及构成相关理论的概述........... 7
2.1.1 品牌内涵 .. 7
2.1.2 品牌构成 .. 8
2.1.3 品牌作用 .. 9
2.2 品牌资产及价值相关理论的概述........... 9
2.2.1 品牌资产 .. 9
2.2.2 品牌资产模型 ......... 10
2.3 品牌培育过程及策略相关理论的概述...... 13
2.3.1 建立品牌定位 ......... 14
2.3.2 策划并执行品牌营销 ... 15
2.3.3 测量并解释品牌价值 ... 15吉林大学硕士学位论文
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2.3.4 维持并增加品牌资产 ... 16
第 3 章 LY 文化创意产业园品牌培育工作现状的分析..........19
3.1 LY 文化创意产业园的简介 ... 19
3.1.1 园区名片 . 19
3.1.2 园区概况 . 19
3.1.3 园区站位 . 20
3.2 LY 文化创意产业园品牌培育工作现状的描述 ........... 21
3.2.1 园区定位 . 21
3.2.2 品牌传播 . 22
3.3 LY 文化创意产业园品牌培育工作存在问题的归纳 ....... 23
3.3.1 品牌定位不清 ......... 23
3.3.2 互动体验不够 ......... 25
3.3.3 整合传播不足 ......... 26
第 4 章 LY 文化创意产业园品牌培育改进方案的设计..........27
4.1 LY 文化创意产业园品牌培育基本方针的制定 ........... 27
4.2 LY 文化创意产业园品牌培育基本目标的确定 ........... 28
4.3 LY 文化创意产业园品牌定位战略的制定 ... 30
4.4 LY 文化创意产业园品牌内涵及标识的再设计 ........... 31
4.4.1 品牌名称 . 31
4.4.2 品牌标识 . 32
4.5 LY 文化创意产业园品牌传播策略的制定 ... 33
4.5.1 LY 文化创意产业园品牌传播策略确定 . 33
4.5.2 LY 文化创意产业园品牌传播活动选择 . 35
4.5.3 LY 文化创意产业园的体验活动整合传播 ........... 37目录
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第 5 章 LY 文化创意产业园品牌培育改进方案实施的保障......39
5.1 LY 文化创意产业园组织人力方面的保障 ... 39
5.2 LY 文化创意产业园设施服务方面的保障 ... 40
5.2.1 LY 文化创意产业园设施方面的保障 ... 40
5.2.2 LY 文化创意产业园服务方面的保障 ... 41
5.3 LY 文化创意产业园管理制度方面的保障 ... 42
5.4 LY 文化创意产业园投资经费方面的保障 ... 43
第 6 章 结论与展望 ..45
6.1 研究的主要结论 ........... 45
6.2 研究存在的不足 .......
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