The Research On Social Media Communication Of Cultural Industry Parks' Brands

With the increasing development of the importance of social media in social life,social media marketing, as a new marketing way, is a growing concern and plays an increasingly prominent role in the enterprise brand communication, because of its advantages of convenience, wide dissemination of information, the fissile and audience interaction, and sharing. After a period of rapid development, how to use social media in the new network environment for brand communication is a problem that cannot be ignored at the background of China's Culture Park Industry. This article is based on the subjects of communication and marketing as the theoretical basis, by using literature analysis method, case analysis to systematically discuss the issue of the social spread of brand in China's cultural industrial park.This paper argues that new changes have taken place in the social dissemination of brand at four aspects of the communication subject, communication content,communication media and communication objects in the social media environment.The new characteristics of these factors also influence the effectiveness of brand communication in cultural industry park. At the same time, social media has had a significant impact on the traditional mode of transmission to the brand information.The audiences understand and share the park brand spread through the mechanism of the new brands, which is conducive to the multi-level communication.Of course, there are still some problems of brand social dissemination in culture industrial park, for example, the deviation of the main idea, the defects and deficiencies of the operation mechanism, and the innovation of content, which restrict the optimization and efficiency of brand communication. To solve these problems for improving the efficiency of brand communication and cultural industry park, this paper suggests form two aspects, from macroscopic views, by updating concepts of the brand spread of social media brand communication, making social media strategy, developing the policy of the brand spread of social media; from microscopic views,by innovating the content of the brand, playing the role of opinion leaders, paying more attention to the means of relation communication.