National High-Tech Industrial Development Zone’s Culture Brand

With the coming of the knowledge economy era and for the needs of the development of China’s cultural industry, the National High-tech Industrial Development Zone as one of the city’s calling cards, its culture brand gradually becomes a touchstone of a city, and even a region’s competitiveness. High-tech Industrial Development Zone, as one of the important contexts where people work and live, the political, economic and cultural role it plays in the region is related to the cultivation of the cultural brand image of the region as a whole and on a wider range. And the soul to shape of the cultural brand image of the national high-tech industrial development zone depends on the accuracy and the uniqueness of its culture brand locating. Currently, some domestic state-level high-tech industrial development zones in shaping their own cultural brand already have some original attempts, but it is undeniable that for most state-level high-tech industrial development zones in their development process, especially in the second and third tier cities, the degree of homogeneity is quite high, the general way of locating high-tech zone brand lacks. And their blind implement of the transformation of green areas, the images of real estate projects, performance projects result in homogenization development and industry convergence around the high-tech zone.This paper starts by analyzing why the high-tech industry zone need to build a cultural brand, analyzing the current status of the existing105state-level high-tech industrial zones’ culture brand building, pointing out the problems faced by the state-level high-tech zones in the development process. And it takes Zigong City National High-tech Zone as an example, proposes the general way for locating national high-tech zones’ culture brand, and fills the gaps in the related fields. Thus it has some theoretical and practical significance.Applying the theories and methods of sociology, communication studies and advertising, etc, this paper systematically analyzes the establishment of cultural brand of national high-tech zones, summarizing the beneficial experience and putting forward some innovative possible suggestion. The whole paper mainly consists of the following parts.The first part is the introduction and chapter one, which mainly illustrates the research background, relative concepts and basic theories, paving the way for the difficulties faced by the development of the high-tech zone and the status quo of its establishment of the cultural brand. The first chapter first illustrates the research background, research significance and methodology. The second chapter introduces the connotation of high-tech zone and cultural zone, and discusses the basic theories of advertising, marketing, brand and location theory, etc.The second part is the second chapter and the third chapter of the paper, which mainly analyzes the establishment and problems encountered of the cultural brand of our national high-tech zone, summarizing the benefits from them, analyzing the status quo of the establishment of the high-tech zone and doing specific research on the impact factors of the establishment of the high-tech zone.The third part is the focus and innovation of the paper, including the fourth and fifth chapter. Making the difficulties encountered in the development of the establishment of Zigong national high-tech zone as the starting point, it points out that the fast development of culture is the breakthrough, while the location of cultural brand is its focus. On this basis, they can conduct a series of culture-brand building work.The fourth part is the conclusion, summarizing the main points of the paper, as well as putting forward its innovations and shortcomings.