Research On Brand Communication Of "Hanyang Manufacturing" Creative Park

"Hanyang Manufacturing" is a well-known military brand in the history of Wuhan's industrial development.Its reputation spreads far and wide at home and abroad,but the status of the heritage preservation is not very well.The old site of Hanyang Iron Industry has been disappeared.The importance and protection awareness of historical cultural resources are not enough,so cultural connotation mining is not deep enough,and cultural products and cultural brand values have not been recognized by the majority.With the popularity of cultural and creative industries,Hanyang District Government has also developed a national advertising creative industrial park with the main purpose of advertising industry clustering.It has been nearly 10 years since the planning and construction of the park,although it has a profound background of "Hanyang Manufacturing",But the popularity of the "Hanyang Manufacturing" advertising and creative industrial park is still not enough.No matter whether it is in the industry or the spread of popular culture,only few people know it.This kind of phenomenon go ill with the development of the "Hanyang Manufacturing" creative park.The development of Hanyang and the inheritance of "Hanyang Manufacturing" culture are extremely unfavorable.This is owing to less symbolic expression of "Hanyang Manufacturing"culture in the environmental construction of the park.The narrative nature is poor and the artistry is insufficient.All of issues is difficult to support the culture of "Hanyang Manufacturing".Therefore,integrating cultural and creative industries with the tourism industry,we will dig deeper into the tourism function of the "Hanyang Manufacturing"cultural resource,achieve the creative development and diversity of cultural resources,explore the development of the "Hanyang Manufacturing" creative park and propose targeted.The suggestions for improvement,researching the "Hanyang Manufacturing"culture,and creating and disseminating the "Hanyang Manufacturing" cultural brand are the main purposes of this article.The paper adopts a variety of communication research methods for in-depth research and discussion,but field surveys,case studies,literature studies and questionnaires are the main methods.Based on the investigation of the tourist motivation and satisfaction of the "Hanyang Manufacturing" creative park,providing a lot of solid materials.The article mainly describes the development background,general situation,and generation patterns and main types of cultural and creative industrial parks.It starts with the integration of industrial and cultural tourism in the cultural and cre-ative industrial parks and the post-industrial era,bringing forth the status quo of the "Hanyang Manufacturing" creative park,and proving that "Hanyang Manufacturing " existence and inheritance value of culture,as well as the cultural inheritance significance of "Hanyang Manufacturing" under collective memory,through the form of questionnaire survey,study in the tourism motives of tourists in cultural and creative industry parks and the tourists' satisfaction with the "Hanyang Manufacturing" creative park.The development strategy of the tourism product in the park was obtained.Through comparative analysis with the more successful Taiwanese Huashan 1914 Cultural and Creative Industry Park,the insufficiency in the development process of "Hanyang Manufacturing" was obtained,and it was proposed for brand building and maintenance.The paper summarizes the development principles of tourism products from the point of view of tourism product development,and plans a "Hanyang" industrial tourism route.From the perspective of brand communication,the author discusses the future development of the "Hanyang Manufacturing" creative park and "Hanyang Manufacturing" cultural brand,and puts forward that in the brand planning and positioning,attention should be paid to the cultural symbolic significance of "Hanyang Manufacturing" from the perspective of historical accumulation.,Explore the social and political significance of "Hanyang Manufacturing" from the perspective of industry-building;use the concept of modem communication to create a "Hanyang"cultural brand image in the process of brand communication,strengthen copyright protection,promote brand value enhancement,and strengthen the market consciousness,promote the use of brand value,and constantly enhance the brand image and value.