整合品牌传播:文化产业园区品牌传播的机制创新  

Integration Brand Communication: A Mechanism Innovation of Cultural Industry Cluster's Brand Communication

作　　者：金栋昌[1,2] 王琨[3] 

机构地区：[1]长安大学长安文化产业研究中心,陕西长安710064 [2]西安交通大学人文学院,陕西西安710049 [3]长安大学政治与行政学院,陕西长安710064

出　　处：《河北经贸大学学报（综合版）》2012年第3期9-12,共4页Journal of Hebei University of Economics and Business(Comprehensive Edition)

基　　金：教育部人文社会科学规划项目"西部地区政府主导型文化管理模式建构研究"(10YJA630098)的阶段性成果

摘　　要：文化产业园区是文化产业发展的重要载体。在传播环境日益复杂,消费者需求日益差异化、多元化和个性化的背景下,如何对文化产业园区的品牌优势进行传播,从而实现园区品牌与消费者关系的建立和品牌资产的积累,是文化产业园区长远发展所面临的重要课题。基于此,创新文化产业园区的品牌传播机制应该从传播战略、传播组织和传播行为三个层面着手,借力城市形象、整合组织体系、创新传播手段,进而为探寻文化产业园区整合品牌提供理论支撑与实践导向。Cultural industry cluster is the important issues in developing the culture industry.With the trends of environment of spreading becoming more and more complicated,the needs of consumers diversified and became more and more individual,how to spread the brand advantages of cultural industry cluster,in order to connect the brand of cultural industry cluster and consumers relationship,and get the accumulation of brand assets is the important issue that the long-term development of cultural industry cluster confronted.So the strategy of spreading brands to innovate the cultural industry cluster should set about from the communication strategy,spread organization and the spread behavior three lays,have the aid of the city image,integrate the organization system,innovate the communication method,and then explore the theory support and practice guide of cultural industry cluster.

关 键 词：文化产业园区 整合品牌传播 机制创新 

分 类 号：G12[文化科学]